Leonisa

Last updated
Leonisa
Company typePrivate
IndustryApparel and Fashion
FoundedNovember 20, 1956;67 years ago (1956-11-20)
FounderJoaquin Eduardo Urrea and Julio Ernesto Urrea
Headquarters
Area served
Worldwide
Productswomen's inner-wear, swimwear, men's underwear, shapewear, bras, panties, sports underwear, post-surgical compression garments
Website leonisa.co

Leonisa is a Colombia n clothing company manufacturing and selling lingerie, shapewear, swimwear, underwear, and activewear [1] for both men and women. [2]

Contents

History

Leonisa was established in November 1956 by the Urrea brothers, Joaquin Eduardo and Julio Ernesto, who specialized in women's innerwear. [3] After establishing their first manufacturing plant, the brothers created “The Diamond Point Bra”. [4] [5]

Leonisa began retail sales in 1956. These consist of Leonisa Stores, duty-free shops, factory outlets, hypermarkets, department stores, and specialty apparel stores. As of 2014, there were retail stores in the United States, Spain, Chile, Colombia, Costa Rica, Ecuador, Guatemala, Mexico, Panama, Peru, Portugal, and Puerto Rico. [6]

In the year 1965, Leonisa built a manufacturing plant in Costa Rica to meet the demands of Central American markets. [7] In 1989, Leonisa entered the European market first in Spain, later expanding to the United Kingdom, Germany, France, and Italy. [8]

In the year 1993, Leonisa launched the “Magic Up” brassiere. [9] The same year, they created a catalog sales channel to sell Leonisa garments directly to customers on a monthly basis. The catalog sales channel operates in the United States, Canada, Mexico, Spain, Colombia, Peru, Costa Rica, Ecuador, Chile, Guatemala, and Puerto Rico. [10]

Leonisa has sponsored the Miss Colombia swimwear category since 2007. Each year, Leonisa develops swimwear campaigns focused on Miss Colombia. [11] Leonisa also sponsored Miss Panama in 2009 and 2010. [12]

In June 2009, Leonisa introduced their online store, initially intended for the US and Canadian markets. [13]

In February 2020, Leonisa partnered with Victoria's Secret in a deal that makes Leonisa's shapewear available to Victoria's Secret online customers with the possibility of expanding into Victoria's Secret retail outlets. [14]

Products

Women’s intimate apparel

Leonisa has product lines for shapewear, bras and panties, including collections that meet specific needs, like postpartum and post-surgical shapewear and sports underwear.

In 2009, Leonisa introduced a brand that targets girls and women between the ages of 14 and 25. [15]

Leonisa is known for its shapewear, featuring four different compression levels, each employing Leonisa's trademark compression technology. [16] In 2012, the company launched a new line of smart fabric shapewear and post-surgical compression garments. [17]

Swimwear

Launched in the 1990s, the swimwear line includes basic swimwear, one-piece swimsuits, control and slimming swimwear, push up swimsuit tops and cover ups, and other products. [18]

LEO

Leonisa launched its first men's underwear collection in 1975 under the Airell brand. In the 1980s, this men's line was re-branded as LEO. The LEO brand offers men's underwear and shapewear, including three levels of compression. [19]

Activewear

Leonisa has activewear lines for both women and for men. [20] [21] Leonisa ActiveLife and Leo ActiveLife includes breathable underwear, [22] [23] leggings (often with incorporated shaping fabric such as DuraFit' and PowerSlim'), [24] and sports bras.

Campaigns

Leonisa has partnered with health companies in a campaign against breast cancer seeking to raise awareness among women about the importance of early detection. [25] As a part of this campaign, Leonisa developed educational teams in schools, universities, and shopping centers.

The company also developed the app “Leonisa Takes Care of You” to remind women of the right time to do their breast self-exam. [26]

Awards

2001 - Lyon Mode City, Best new design [27]

2006 - Antioquia's Shield, Gold Category [28]

2007 - Cromos Fashion Awards - Best Brand Runway [29]

2010 - Colombia Spain Award - Best Company of the Year [30]

2010 - WWD Magazine – Celebrities Energize Shapewear Market

2014 - Sports Illustrated - The latest swimwear styles for Leonisa modelled by Nina Agdal

Related Research Articles

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<span class="mw-page-title-main">Underwear</span> Clothes worn under other clothes

Underwear, underclothing, or undergarments are items of clothing worn beneath outer clothes, usually in direct contact with the skin, although they may comprise more than a single layer. They serve to keep outer clothing from being soiled or damaged by bodily excretions, to lessen the friction of outerwear against the skin, to shape the body, and to provide concealment or support for parts of it. In cold weather, long underwear is sometimes worn to provide additional warmth. Special types of undergarments have religious significance. Some items of clothing are designed as undergarments, while others, such as T-shirts and certain types of shorts, are appropriate both as underwear and outerwear. If made of suitable material or textile, some underwear can serve as nightwear or swimwear, and some undergarments are intended for sexual attraction or visual appeal.

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References

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  2. 100empresarios (2009-02-18), Joaquin Eduardo Urrea Urrea - 100 Empresarios 100 Historias , retrieved 2016-11-24{{citation}}: CS1 maint: numeric names: authors list (link)
  3. "Leonisa. Los visionarios". www.dinero.com. Archived from the original on 2016-11-25. Retrieved 2016-11-24.
  4. 100empresarios (2009-05-12), Julio Ernesto Urrea Urrea - 100 Empresarios 100 Historias , retrieved 2016-11-24{{citation}}: CS1 maint: numeric names: authors list (link)
  5. "Con solo 15 pesos se creó Leonisa". www.elcolombiano.com. Retrieved 2016-11-24.
  6. Mathews, Juan Carlos (2012-08-14). "LEONISA: de Colombia para el mundo | Escala Global". Escala Global. Retrieved 2016-11-24.
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  20. "Workout Clothes for Women | Leonisa". www.leonisa.com. Retrieved 2018-06-15.
  21. "Men's Sports Underwear | Leonisa". www.leonisa.com. Retrieved 2018-06-15.
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  26. "- Modo Rosa". Modo Rosa (in European Spanish). 2014-08-13. Retrieved 2016-11-24.
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