HERITAGE »
In 1922, Dr. Lahmann Unterkleidung gave the knitwear and hosiery factory Lahco AG in Baden (Switzerland) the rights to manufacture undergarments and mark them with his signature. Its high standards in terms of fit and quality became Lahco’s great success and it was not long before the factory was producing not only underwear but also, and especially, swimwear for the entire family.
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Lahco’s heyday was in the Fifties, Sixties and Seventies. It became a well-known and much-acclaimed brand in Switzerland and throughout large parts of Europe and beyond. The unmistakeable zipped pocket with its triangular tag was a significant contribution to its breakthrough and for a long time, it was simply the most successful Swiss swimwear label in Europe.
HERITAGE »
The entire Swiss fashion industry was subjected to great structural upheavals in the 1980s and 1990s. Lahco, too, was forced to deal with new market paradigms. And as was the case with most fashion labels in Switzerland at that time, Lahco gradually lost its supremacy. During the past decade the company’s production has been mainly targeted at the Swiss market.
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In 2003, after the company went into liquidation, Renate Millauer-Lang bought the assets of the company with the clear intention of slowly but surely returning this great and last remaining Swiss swimwear brand to its former glory. After a successful relaunch of the brand, the company changed its name to LAHCO OF SWITZERLAND in 2011.
The brand LAHCO of Switzerland EST.1922 » » »
Until 2003, the brand “LAHCO” was only protected in Switzerland. Underwear, swimwear, ski fashion and sweat suits were sold under the name LAHCO. Since 2012, LAHCO OF SWITZERLAND is a worldwide protected brand in the underwear and swimwear category. Today, the traditional brand, focusing on the sale of high-quality swimwear, stands for:
Authenticity » In times where so much appears quickly and just as rapidly disappears into oblivion, the authentic becomes all the more important and valuable.
Clarity » Clarity separates the essential from the trivial, omits what is purely self-serving and keeps that which benefits the whole. Only the essential remains.
Passion » Passion and great attention to even the smallest detail are an underlying tradition at Lahco, and always have been a fundamental component of a unique culture.
Comfort » Perfect fit and unique comfort are the best pre-requisites for feeling totally and beautifully at ease both in and around the water.
THE COLLECTION »THE COLLECTION is Lahco’s luxury product line for women and men. It is partially produced at the Swiss production site in Glattbrugg. »The premium collection for men and women recreates the style and class of bygone days, when elegance in and around the water was the order of the day. With simple, classic designs, elegant colours, exclusive materials and a passionate attention to even the smallest detail. »Lahco sells THE COLLECTION to premium sport and underwear stores as well as to department stores. The premium product line is achieving very satisfying sales figures everywhere, mainly due to the high-quality “Swissness” reputation of the company.
PRODUCTION »
Lahco designs its collections in Glattbrugg. THE COLLECTION is produced in Glattbrugg, Germany and Portugal.
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With its own production in Glattbrugg, Lahco can quickly fulfill reorders. This is important, because at some of its clients the company is listed as “never out of stock” supplier.
MARKETING »Lahco promotes its product lines through advertisements or PR reports in journals and newspapers. These are expensive marketing activities but very effective. A positive report in a renowned journal always significantly increases sales. » In addition, Lahco has the possibility to present its brand in a preferred way, compared to the POS of a department store.
»Lahco’s website is another important marketing channel. The company believes in online marketing and intends to increase these efforts. »With its Facebook and Twitter accounts, Lahco addresses a large group of interested followers of the brand. The social media channel allows Lahco to reach especially younger people, which is important for the long-term positioning of its brand. »Lahco is currently proving options to more intensively promote its brand through social media, without jeopardizing its excellent reputation.
MARKETING, SALES AND DISTRIBUTION Department stores »Lahco’s most important distribution channel are department stores. The brand so far is represented at well-renowned department stores in Switzerland’s and Germany’s biggest cities.
Köln/GER
Hamburg/GER
Frankfurt/GER
Stuttgart/GER Basel/CH
Munich/GER Zurich/CH
Spreitenbach/CH Genf/CH
since February 2013 LAHCO of Switzerland is available at www.saks.com
CONTACT
Address: Lahco of Switzerland AG Flughofstrasse 37 CH-8152 Glattbrugg Switzerland Tel: 00 141 44 808 70 60
Contact: Renate Millauer-Lang
www.lahco.ch
renate.millauer@lahco.ch