Translated by
Roberta HERRERA
Revealed
November 25, 2024
Since its acquisition by Hop Lun from the Triumph Group in 2017, Dorina has been specializing in increasing its presence in Europe. This autumn, the model, which stays comparatively below the radar in France however was based in Germany in 1968, has fully redesigned its e-commerce platform and moved its places of work and headquarters from Hong Kong to London.
By actively strengthening its B2B and B2C distribution channels, Dorina goals to bolster its presence within the European market – Dorina
The choice to relocate from Asia to the UK capital brings Dorina nearer to its core markets, enabling the corporate to centralise inventory, streamline operations, and cut back supply instances. This strategic transfer additionally goals to raise service high quality for its clients, reflecting what the model describes as a “market-aligned strategy,” guided by its new management crew.
New management crew for recent begin
In Might, Dorina welcomed its new CEO, Alexis Le Moine, tasked with defining a brand new product technique encompassing every little thing from design to assortment planning. Previously a gross sales supervisor at Amazon, Le Moine served as e-tail director for LVMH’s perfume and cosmetics division (2012–2022) earlier than changing into international gross sales director at Stella McCartney.
Becoming a member of him in September are two new executives: Laura Escure, appointed as chief advertising officer (previously with LVMH and Vestiaire Collective), and Daniela D’Aveni, chief industrial officer (beforehand worldwide director at Bluebella for seven years).
With this trio on the helm, the German-born model goals to spice up its on-line distribution and retail partnerships. To strengthen its wholesale presence in Europe, Dorina is actively collaborating in key B2B commerce exhibits. These embody the Polish Bielizny truthful, in addition to upcoming appearances on the Salon de la Lingerie in Paris (January 18–20, 2025) and Wonderland in London (January 26–28), a newly launched occasion devoted to underwear and swimwear.
