HOW MARIE FRANCE BUILT ITS BRAND ON CONTINUOUS INNOVATION AND PROGRESS

One of the most well-known lingerie conglomerates in the Middle East and Africa is Marie France. With a vast selection of goods, including lingerie, hosiery, beachwear, athletics, nightwear, leggings, fragrances, and footwear, the company has achieved explosive success in the area. But from a brand that began to cement its image with a simple collection of hosiery, to an impressive full-fledged lingerie empire, Marie France has dramatically changed over the years. In fact, the pioneering breakthrough of the Lebanese-based brand didn’t come overnight.

Here’s the story of the rise and comeback of Marie France. It all started back in 1976 when a local hosiery brand came to life. Guiding the way with a distinctive price/ quality ratio, Marie France became a leading force in Lebanon, offering women the chance to shine with elegance and beauty…at a decent price. But that was not enough for the family-owned business, as the need to respond to regional demands required more and more creativity, which would ultimately enhance feminine beauty.

Soon after, the hosiery brand expanded wisely enough to include lingerie within its range of products. The goal was pretty clear: creating works of art that would spawn the confident and sultry spirit in every woman, and that would listen carefully to dreams of comfort and assertion. The idea of expansion swept a wave of profound change within the brand. Suddenly, Marie France needed to be aligned with women’s evolving attitudes towards beauty, diversity, and inclusion.

In the real world, that meant including a selection of products that would fit each and every style with ease and perfection. And so, with a goal to expand its horizons, it has honed its emphasis and released a new range of options, including house wear, loungewear, and several new and improved materials for its pre-existing Pajamas and Sportswear categories.

Indeed, in recent years, Marie France has strengthened its position not only in Lebanon – with merely over 40 boutiques – but also in 12 boutiques run by the headquarters in Egypt, 3 in Jordan, and 7 in Saudi Arabia, in collaboration with Al Hokair Group. The brand has indeed grown internationally.

In the lingerie and hosiery industry, Marie France is well-known for upholding its basic principles and demonstrating time after time that it is timeless through nothing less than morality and honesty. The top brand is currently preparing to go to new lengths as part of its expansion, by embarking in Armenia, Ghana, UAE and Azerbaijan in the future year.

More than 2600 points of sale across Lebanon currently sell Marie France products, which are also exclusively available in more than 30 boutiques and booths in the best malls and reputable supermarkets in the nation. Marie France products are distributed by some of the best professionals on the market, and the brand is effectively establishing itself on the global stage by upholding the best quality-price ratio in line with the expansion of its collection and the enlargement of its available options.

And now, Marie France is taking on a new challenge in the UAE, launching a new online platform where residents will be able to benefit from a wide range of products and an advanced one-day delivery structure. With a warehousing system in Jebel Ali, the brand will surely be taking the region by storm.

Marie France has proved time and time again that a leading and historic brand can still find place for improvement, innovation, and development. In a world where trends are continuously evolving and where following the evolution of the female body is of dire necessity, Marie France has dealt its cards in the smartest of ways. A brand that continues to innovate and recreate to reach extremes, a name that always leverages a passionate exploration of the lingerie and hosiery universe, and a legacy that will live on forever.