European Lingerie Group AB (ELG) announces the acquisition of Yustyna Ltd, a lingerie ready garment producer in Belarus. The acquisition is part of the Group’s strategy to expand operations and add capacity for private label and Senselle brand production. The company was acquired in January 2019 and subsequently renamed Senselle Ltd, after the newest addition to the Group’s brand portfolio, Senselle by Felina, launched in the end of 2018. The target is to produce all of Senselle by Felina in the Belarus unit, which is located close to the brand’s main markets, Eastern Europe and CIS countries.
“With this acquisition we gained an additional production platform and added competence for ready-made garment production. So far, we have used subcontractors in Belarus and with this step we will have an advantage over competitors in production planning, at the same time offering more value to our customers,” commented Peter Partma, CEO of ELG. “Having a production unit in Belarus allows us to be close to our main markets so we can provide short delivery times, react quicker to market demands and have a sustainable cost structure. We also plan to expand the current operations of the company, so as to add capacity for private label production.”
