Hop Lun has acquired the Dorina brand from Triumph earlier this year, and now the German brand known for its quality and affordability is set for a full re-brand which will reveal a new feel and look. In order to create a wider offer, the top fashion products from Hop Lun’s Marie Meili collection will be introduced as part of the new Dorina look, whilst best-selling ranges from both Dorina and Marie Meili remain, bringing a stronger fashion presence to the 30+ market.
New packaging with stylish black and white photography and a modern metallic copper showing the new flower monogram logo updates the brand, set to capture the international market through its new styles, collections and concepts. The business model will continue to offer a full replenishment collection along with regular updates enabling consumers constant access to over 300 different pieces at any given time.
Moving forward, Dorina will offer six ranges reflecting its new customer demographic: Dorina, the main collection of everyday basics and fashion styles; Dorina Curves for larger sizes; Dorina Figure Chic, offering classic shapes that give consumers the ultimate in fit, comfort and support; Dorina Active, Dorina Nursing and Dorina Aqua, a range of swimwear and beach accessories.