The parent company of Millet and Lafuma, Swiss group Calida, has extended its reach in the lingerie market by acquiring a 90% stake in German brand Erlich.

Cologne-based Erlich was founded in 2016. It employs 21 people and achieved sales of €7 million in 2021.

It makes its lingerie products in Europe using high-end fabrics, favouring organic fibres and other renewable raw materials.

Calida chairman, Hans-Kristian Hoejsgaard, said that among the things he liked about Erlich were that it is a digital pure player and that its focus is on young consumers. 

As well as owning Lafuma and Millet, Calida is a lingerie brand in its own right and the group also the Aubade lingerie brand.

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