This Friday Underlines catches up with the newly appointed CEO of Dorina about their ambitious plans and the relocation of their HQ from Hong Kong to Europe. Designed to enable a quicker response to customer demands, this strategic realignment goes hand in hand with a bold rebranding signaling a rebirth of this lingerie house which has been around since 1968.
What attracted you to the lingerie sector, and why do you believe Dorina has unique potential in this market?
Throughout my years in the fashion industry, from Amazon to LVMH, one statistic always stuck with me: 80% of women wear the wrong size lingerie. So when the opportunity arose to tackle this issue, I couldn’t resist! With Dorina’s rich heritage rooted in the Triumph legacy, the brand was at a pivotal turning point. I saw a chance to elevate it to new heights and shape it into a modern success story.
On a personal level, as a father of three daughters, joining the lingerie industry brought new and interesting conversations to our home. I was excited to dive into a sector that not only blends fashion with functionality but also has a tangible impact on women’s comfort and confidence in their daily lives.
What are your main goals for Dorina’s transformation, and how do you plan to achieve them?
Dorina has been fortunate to collaborate with some of the best retailers across Europe for many years, and our main priority is to strengthen these relationships even further. To support this, we’ve relocated our headquarters, teams, and inventory to Europe, allowing us to better serve our market and streamline operations.
In addition, we’re implementing a new product strategy that’s focused on understanding customer needs and staying in tune with market trends, all while remaining true to our heritage.
Ultimately, we are positioning Dorina as a brand that truly resonates with today’s women—offering them a blend of allure, comfort, and fun in their everyday lingerie choices.
How does the lingerie industry differ from other fashion segments, and what challenges have you encountered so far?
What makes lingerie truly special is its dual role—to both reveal and conceal. It’s the first choice women make each morning and a deeply personal one, often carrying a lot of emotional significance.
At the same time, lingerie is incredibly technical, requiring extensive expertise in fit, sizing, and materials—more so than many other areas of fashion. This complexity is what excites me, as it aligns perfectly with my customer-focused approach.
We currently serve over 100 clients across 20 countries, which naturally adds layers of complexity. Navigating this means we must continue developing collections tailored to diverse markets and preferences while staying true to our brand identity.
Historically, we’ve benefited from Hop Lun’s extensive knowledge and manufacturing capabilities. Now, we’re building on this foundation by partnering with additional specialised suppliers to further elevate our products and meet the varied needs of our global clientele.
What key milestones do you envision for Dorina over the next few years?
We aim to establish Dorina as the most customer-centric lingerie brand in the industry through a best-in-class wholesale strategy, supported by strong collections, impeccable fulfilment and agile product offerings.
Expanding and strengthening our direct-to-consumer channels is therefore our obvious next step, ensuring we connect directly with our customers and meet their evolving needs.
Can you share a proud moment that has shaped your vision for Dorina’s future?
One defining moment was the opening of our new headquarters in London and the formation of a talented, dynamic team. There are familiar faces, like Daniela D’Aveni who comes from Bluebella, and some new talents, who come from LVMH and Amazon. It marked the beginning of a new chapter for Dorina, setting the stage for innovation and growth.
What’s one product or initiative that you see as central to Dorina’s success?
Our Origins line is a standout, encapsulating the essence of our brand’s expertise in fit for all women while offering a trendy, fashion-forward look. Additionally, we’re excited for the Paris fair in January, where we’ll be unveiling some exciting activations that will set the tone for the year ahead.
Looking ahead, what excites you most about Dorina’s evolution?
The thrill lies in awakening a sleeping giant. Dorina has been an unsung hero in the lingerie world for too long, and the opportunity to reimagine its future is exhilarating. We’re taking a beloved heritage brand and infusing it with fresh energy, bold creativity, and a renewed focus on what women truly want. It’s about turning Dorina into a powerhouse that not only honours its legacy but also leads the way in the lingerie industry, setting new standards and surprising everyone along the way.
Dorina will be present at Salon International de la Lingerie in Paris and Wonderland in London.
Leadership Team L to R: Alexis Le Moine, CEO; Laura Escure, Chief Marketing Officer; Daniela D’Aveni, Chief Commercial Officer;
Mark Jackson, Chief Financial Officer;
James Knowles, Chief Merchandising Officer
Footnote: Founded in 1968 and originally part of the Triumph family, Dorina has built a legacy of designing lingerie that combines allure, comfort, and fun. In 2017, the brand was acquired by Hop Lun, a leading global lingerie manufacturer, with the strategic vision to evolve Dorina into a distinctive brand with a unique, modern brand narrative while staying true to its heritage of celebrating women’s individuality. Today, Dorina is set to lead a new era of growth by blending its rich history with a forward-thinking strategy that resonates with its consumers.
