Underwear that is comfortable and that really suits women’s needs. Yes, it is something that is largely missing in the fashion range. In any case, Lindex claims that. The fashion company is therefore launching its own brand Female Engineering, which alludes to the fact that the underwear is produced based on textile engineering. Of course, the chain also sees great business potential in the investment.
The underwear has been developed together with researchers, textile engineers and innovators in product and material selection, according to a press release. The phenomenon is called femtech. It is a relatively new concept that is about developing technologies for women and specifically women’s needs and desires. The idea is that technology is to a large extent primarily designed by and adapted for men today, which is why a counterweight is needed.
“Different phases of life”
The new Lindex brand will therefore “improve women’s well-being through the various phases of life”. But what does that mean? In an interview with Ehandel, Lindex’s CEO Susanne Ehnbåge explains what this is all about:
There is a stigma in society about women’s needs, which now through femtech is finally starting to be seen. Female Engineering’s products with patented technology are based on several years of research and development work - and whose innovative and sustainable products focus on solving women’s needs through different phases of life such as: menstruation, pregnancy, postpartum, breastfeeding, menopause and incontinence.
Invests in femtech startups
The products will boost women’s lives and increase their freedom, she adds.
Improving the lives of women and girls is also our ambition with our investment and our partnership with Spacerpad, where we together want to enable the innovative menstrual protection to reach out to girls and women living in menstrual poverty.
What then is Spacerpad? Well, it is a Swedish startup that, according to its own statement, aims to fight so-called menstrual poverty. It is also a relatively new concept that many girls and women in the world do not have access to safe and hygienic menstrual protection, due to poor finances.
This investment applies to underwear. Will it be extended to more types of garments?
We are lingerie experts with long experience and have unique knowledge in fit, comfort and quality. With our progressive brand Female Engineering, we now activate this unique competence by adding technology and science, says Susanne Ehnbåge and continues:
The result is innovative products with patented technology that meet women’s real needs in a way that has not been done before. Female Engineering is a femtech brand with a holistic offering.
The range currently includes, among other things, absorbent underwear. And future collections will focus on menstruation, pregnancy, birth consequences, breastfeeding, menopause, incontinence and so-called wellness. What wellness means in more detail is not specified, however.
How big is the investment compared to other investments you have made? And will there be more in the future?
We see great potential in femtech as a growth market and have been working with this for just over two years. We continuously review the opportunities to develop our offering linked to our customers’ needs, which can lead to investments in new areas.
Underwear works wonders
In a major interview with Ehandel in mid-December, the CEO said that Lindex, which increased sales sharply last year, will invest heavily in underwear in the future. The category grew by 18 percent in Q3 last year.
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According to Susanne Ehnbåge, Lindex is the market leader in the segment in the Nordic region. The chain also offers more sizes in the bra segment than before - but is also growing in “kids” and “women’s wear”, she said in December. The company has also started a collaboration with the Swedish lingerie company Closely, which sells premium-emphasized lingerie.
Together with the brand’s founders Tove and Filip, we entered as a partner and investor in Closely, which today is available in Europe and which has grown nicely in Germany, among other places.
We see a lot of potential in underwear. This is something we will always need. Here was something we wanted to invest in based on Lindex’s expertise. Closely offers underwear and sportswear with function and durability in focus.