Van de Velde Reports 10% EBITDA Decline in H1 Due to Sarda’s Strategic Shift

Van de Velde’s profitability has been affected by the relaunch of one of its main brands, Andrés Sardá, which has now become Sarda. The company ended the first half of the year with a 9.9% reduction in its gross operating profit (ebitda), while its sales shrank by 2.8%.

The Belgian group closed the first six months of the financial year (period ended June 30) with sales of €110 million, down from €113.3 million in the same period of 2024.

The ebitda in the first half stood at €27.1 million, compared to €30 million in the first six months of 2024, while the net result fell by 19.8% to €15.8 million.

Van de Velde’s business is focused on direct-to-customer channels, which grew by 5%

“Initial innovations within our brand portfolio, together with the expansion of the direct-to-consumer segment, are starting to pay off in lingerie,“ said Karel Verlinde, CEO of Van de Velde; However, our ebitda is declining, mainly due to lower presales in swimwear, disruption in the United States, and planned investments in the repositioning of the Sarda brand.

Sarda, whose product continues to be led by Núria Sardá, daughter of the brand’s founder, is immersed in a repositioning strategy to approach younger generations, having completely renewed its offer, price positioning and communication strategy.

The company, which also owns the Marie Jo and Primadonna brands and the Rigny&Peller and Lincherie store chains, posted 5% growth in direct-to-consumer channels in the first half of the year. In the wholesale channel, which represents the bulk of the business, the company posted a 6.2% drop.

Regarding the evolution in the United States, the company has pointed out that “the months of April and May were particularly difficult” in the market. “Due to import tariffs, we were forced for several weeks to considerably limit our offer - the company has detailed -; in the meantime, various measures have been taken, tariffs have decreased and the full range is available again”.