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Industry Talk

Dirk De Vos joins Felina as Executive Commercial Director

De Vos brings 25 years of experience in the apparel and fashion and cosmetics industries to the lingerie brand.

26th April 2021

Knitting Industry
 |  Stockholm, Sweden

Intimate Apparel

Dirk De Vos has joined Felina Group, part of the European Lingerie Group (ELG), as Executive Commercial Director. Mr De Vos is a business executive with 25 years of experience in the apparel and fashion and cosmetics industries, having worked on an international level in Europe, USA, Middle East and Hongkong. 

Together with Thilo Stassen, De Vos will be in charge of the management of the Felina Group with a particular focus on the commercial side of the business. Mr Thilo Stassen will continue to look after the areas of reorganization, finance, human resources, and operations.  As an esteemed expert in the lingerie market, Mr. De Vos will primarily look after the areas of sales, development, and marketing.

"I am very pleased to welcome Mr. De Vos to Felina. I wish him every success in leading Felina to its previous strength and generating further potential for Felina. The first important task will be our e-commerce launch this year. I am convinced that Dirk, together with our sales professional Piero Petrangolini will be able to fulfil the expectations of our customers on a high level and open up new markets," commented Mr. Indrek Rahumaa, ELG’s principal shareholder and member of the Board of Directors.

“I am very excited to join European Lingerie Group and in particular Felina. Felina is one of the ‘Grandes Dames’ of the lingerie business and has a strong heritage on which we can build an exciting future. I look forward to working with dedicated colleagues and to help our lingerie retailers grow their businesses during these particularly challenging times,” said Dirk De Vos.

Dirk De Vos studied Germanic philology and Marketing at Ghent University and Antwerp School of Economics (SIVEHO). Previously he worked for Levi Strauss, lingerie manufacturer Van de Velde and more recently for Sally Beauty Holdings, where he was Vice-President of Store Operations. He speaks five languages - Dutch, French, English, German, and Spanish. 

European Lingerie Group AB (ELG) is a fully vertically integrated intimate apparel and lingerie group with main production located in the Baltics, Hungary and Germany and with sales worldwide in 46 countries and online. The group produces fabrics for lingerie products under the brand Lauma Fabrics and supplies leading lingerie manufacturers in Europe and rest of the world. The Group designs, manufactures and sells branded premium lingerie under the brands Felina, Conturelle and Senselle. ELG also owns Dessus-Dessous, the largest online retailer of lingerie and swimwear in France. The group is headquartered in Stockholm, Sweden.   

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