THE FRENCH ART OF LOVING SINCE 1958!

Aubade, A Lingerie Legend

Although it is not the most internationally recognized brand, Aubade is by far the number one luxury lingerie designer in France. What is the meaning of Aubade? It is a morning love song about lovers separating at dawn. Aubade, a Lingerie Legend, has been creating authentic Parisian styled lingerie since 1958. This brand is famous today for their luscious round cleavages thanks to the iconic half cup bra. The values of quality, elegance, mischievousness and a little French ‘Je ne sais quoi’ have not changed since its creation more than half a century ago.

The Beginning In the 1960’s Aubade was the first company to make coloured matching sets, a fashion statement which has since dominated the entire lingerie industry. The brand is responsible for a trail of innovations that could almost represent the history of lingerie: the first strapless bras, halter bras, the legendary “Agrafe-coeur” (front closure bra). It all began in 1875 when Dr Bernard created a girdle and corset-making company. Aubade has built a very strong and unique brand identity with fundamental values such as seduction, femininity, elegance, emotion, innovation, complicity, humour, and impertinence: the French Art of Loving!

Aubade’s products bring pleasure to the modern day woman (and her partner) by making her body look beautiful, glamorous, sensual, self-confident but never vulgar.

Aubade symbolises the feminine power of seduction thanks to luxurious lingerie, glorifying women’s bodies. Lingerie, stockings, tights, corsets and swimwear make up this French symbol of elegance.

Aubade’s Creations

Aubade has unequalled know-how reflected in perfect fitting, noble materials and attention to details carried over a long tradition. The entire product development process (design, research & development, pattern making, fitting, supply chain and industrialization) takes place in France, at the headquarter in the 1st arrondissement of Paris.

The constant research of creativity and innovation offers luxury products and exceptional high quality manufacturing to be at the heart of Aubade’s collection. As a French symbol of elegance and refinement, Aubade has always looked for the most beautiful materials: Calais Leavers Lace, Swiss embroidery, guipure ,Italian satin and silk.

Aubade’s quality expectations are very high at all levels and works therefore maintains closest relations with its suppliers. Most of them work with the high creative fashion world such as Swarovski, Sophie Halette, Desseilles, Foster Rohner, E.Boselli and many more.

Aubade workshops use great expertise while respecting meticulous craftsmanship, leading to a final product with a unique standard of quality. Aubade’s story has been marked by technical innovations and audacity: perfecting ‘the French art of seduction’ in a bra can take up to 2 years. There are approximately 24 different pieces assembled by a dressmaker in order to put together the garment, including up to 20 different types of fabrics and material (lace, underwiring, thread…). Each year, the company purchases over 600 miles of embroidered material and lace!

Quality, Creativity, Comfort and Seduction are the fundamental requirements of of Aubade’s products such as Lingerie, Accessories, Loungewear, Nightwear, Bodywear, Ready to Wear and Swim & Beachwear.

Part of the creative fashion world, Aubade products come into being in much the same way as haute-couture and ready-to-wear fashion design. Aubade designs and renews 90% of its collections each season.

The Craftsmanship

A long process of creation for a perfect fitting. Aubade workshops use great expertise while respecting meticulous craftsmanship, leading to a final product with a unique standard of quality.

Aubade products take 2 full years to be launched, from model sketches to their arrival in the shops. Always comfortable, thanks to an accurate adjustment, sophistication of materials and assembly operation, an Aubade bra perfectly supports the bust and creates a plunging and sexy volume. Various sizes and cups: from 85 A to 100F to answer each and every desire and expectation.

Quality, Creativity, Comfort and Seduction are the fundamental requirements of Aubade all the range of Aubade’s products.

What Sets Aubade Apart

A unique and innovative communication. The 1990’s marked a real turning point for Aubade as It was that year that the brand began its famous Lessons de Séduction (Lessons in Seduction) ad campaign that propelled it to centre stage, on every Parisian billboard and into the hearts and imaginations of millions of French men and women.

The Lessons in seduction are so wildly popular that they continue up to this day. For more than 20 years, beautiful strangers have been telling them their Lessons of Seduction on street corners. Thanks to this aesthetic campaign in Black & White, Aubade has acquired an extremely strong authority and credibility among women and men (brand awareness in France: 95%). Aubade, “a large family of 330 employees in France and International”, achieved a turnover of 56 million Euros in 2013. Aubade’s parent company, Swiss bodywear giant Calida Holding AG, generated a turnover of 51.7 million Euros in 2014, which translates to $54.7 million at average exchange rates.

The Distribution

Aubade’s domestic market, France, represents 61% of the turnover of the brand.

The distribution network is mainly made of multi-brand stores, online shops, department stores, specialized lingerie chain stores and its own exclusive retail network.

The distribution out of France represents 39% of the turnover, of which Europe makes 28%.

International Distribution:

The main export countries are: Europe, Eastern Europe, Australia, America , Africa, Asia and Middle East.

Retail Network

Centrally located in world-famous fashion hot spots (near Louis Vuitton,Boss, Hermès, Lacoste…), the first Aubade boutiques were opened in 2006.Aubade has increased its own exclusive retail network to 53 stores in

France and abroad (38 shops in France, the others abroad in Cologne,

Geneva, Zurich, London, Brussels, Copenhagen, Madrid…).

In 2010, Aubade had opened its official webshop on the French, English and German market. The Aubade retail business represented 25% of the turnover of the brand in 2011. Aubade’s turnover for 2011 was 49 million Euros (+8% compared to 2010), of which 61% was achieved in France and 39% internationally (28% in Europe).

In terms of distribution, 80% of the collection is sold through multi-brand retailers, online stores, department stores and specialised lingerie chain stores, while Aubade’s own exclusive network of boutiques makes up 20% of the turnover.

With over 1,200 wholesale multi brand shops. Five to ten boutiques are scheduled to open in France and internationally this year. Today, the brand has 8 boutiques in Paris at Opéra, St Germain des Près, Passy and most recently in the Marais, and 30 boutiques in major cities throughout France (Lyon, Lille, Bordeaux, Marseille etc.).

Retail Network: International

Over the years, Aubade has opened 15 New Boutiques Internationally (Germany, Spain, United Kingdom, Russia, Bruseels, Geneva, Zurich, Taiwan And Many More…) And Has further openings planned (Monaco, Berlin, Madrid…), which will bring its total number of stores to 50 by the end of the year.

The brand, already available in 64 countries, is looking to internationalise its boutique network over the coming years as part of its development strategy: Aubade aims to conquer a number of new markets including Asia, the Middle East and America.

Seasonal color variations of classic Aubade lines are released periodically and are always met with tremendous success as fans enjoy their favourite designs in new fashionable hues. The brand’s success in its home country has generated a buzz that now transcends international borders. Men and women in every continent increasingly appreciate Aubade. The designer’s luxury French lingerie is available for purchase online.