The French lingerie specialist Aubade, which belongs to the Swiss Calida Group, is initiating an important structural transformation in its home market.
Led by general manager Claire Masson, the company announced on Thursday the creation of a centralized retail team for France. This new unit brings together the retail, space management and wholesale areas. The aim is to respond more effectively to the requirements of a changing market.
In this new constellation, Aline Bourzeix’s area of responsibility will be expanded. As Physical Commercial Director, she takes over sales management for stationary retail. The brand’s stated goal is to gain agility and coherence. This is to be achieved through a unified network serving the customer experience.
Strengthened sales network through regional expertise
To support this customer-focused strategy, the French market is now divided into nine regions. Each zone is subordinate to a sales management team who is responsible for coordinating all sales formats. These include our own boutiques, multi-brand retailers and corners in department stores.
The management of these regions is entrusted to two area directors. Virginie Guebhart monitors the northern half of France. At the same time, she manages the maintenance and development projects of the outlets at national level. Michel Doutrelon is responsible for the southern half and is tasked with ensuring homogeneous growth of the distribution network.
This reorganization marks the end of ‘silo’ management, a strict separation between wholesale and own retail. It highlights a fundamental trend: the need to simplify decision-making processes to improve operational responsiveness.
In the first six months of the 2025 financial year, the Swiss laundry group Calida Holding AG, the parent company of Aubade, recorded a significant decline in sales of 8.6 percent. However, net profit increased thanks to the sale of its Lafuma Mobilier division, which specializes in outdoor furniture.
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