Calida Group Earns $16.6M
In 2024, Calida Group, which includes the Calida, Aubade and Cosabella underwear brands, earned 14.9 MCHF (million Swiss francs — which is about $16.6 million at current conversion rates) on sales from continuing operation of 231.0 MCHF (about $256.8 million).
The combined Group sales dropped from 256.9 MCHF (about $285.5 million) in 2023, with significant declines at each of the individual brands. The Calida brand sales dropped from 157.7 MCHF in 2023 to 150.2 MCHF (about $166.9 million) in 2024. At Aubade sales slipped from 68.9 MCHF in 2023 to 63.5 MCHF (about $70.6 million) in 2024. And at Cosabella, sales dropped from 22.6 MCHF in 2023 to 17.4 MCHF (about $19.3 million) last year.
The Group explained that “muted consumer sentiment in the Calida Group’s core markets drove weak brick-and-mortar retail sales, notably in the fourth quarter, weighing on Group sales performance.” It opined that, going forward, “given its strong market position, Aubade will benefit significantly from a recovery in consumer sentiment in the French market.”
The Group explained that “at Cosabella the necessarily fundamental repositioning of the brand is progressing according to plan, as is the work to overhaul the business organization and structure. Starting in 2026, Cosabella will have a product lineup that fully reflects the brand’s DNA for the first time since its acquisition and makes it competitive in the marketplace once again.” It added that the brand’s business was “down 21.5% adjusted for currency effects as a result of negative developments in past years,” and revealed “the expiration of the transitional agreement with Cosabella retailers for manufacturing, supply chain and sales outside the U.S. will allow Calida Group from the end of May 2025, to take over the brand’s product development, supply chain and sales in non-U.S. markets.”
The Group stated that its “E-commerce business saw steady growth, with a positive impact on sales for Calida and Aubade. This allowed accelerating the international expansion of online sales, especially at Aubade. However, the retail and wholesale channels remain of critical importance to Group growth. By share of sales, e-commerce business ended 2024 at 33.7%, up from 30.8% in the previous year.”
Looking ahead, the company declared “there is confidence that in 2025 the Group will gain increasing traction from the strategic realignment and its renewed focus on the Group’s strategic core values of pursuing operational excellence, keeping things simple and focusing on our products, core brands and consumers. The established and stable brands Calida and Aubade will benefit from their strong market position. Cosabella will remain in a rebuilding phase for quite some time.”
The company also announced recent personnel changes, including, on June 1, 2025, Thomas Stöcklin as CEO of the Group and, “with effect from February 2025, Claire Masson as general manager at Aubade brand.”
Above, Etude Toujours Bustier (57.50 euros on the Calida.com website); and Sound of Heart Half cup bra ($175) on int.aubade.com/en.