Founded in the Austrian city of Bregenz in 1950, Wolford is the market leader for luxury Skinwear. In the decades of its existence, it has produced numerous product innovations, some of which are still bestsellers today. With more than 250 monobrand points of sale (POS) and over 3,000 trading partners the brand is present in more than 45 countries worldwide and has been listed on the Vienna Stock Exchange since 1995.
Wolford generates nearly half of its revenues with its core legwear product group. Closely matched with the core product group are the company’s lingerie and ready-to-wear products – decorative and in some cases figure-embracing products like bodies and shirts (bodywear) as well as matching dresses and pullovers. These products are supplemented with a small selection of accessories such as scarves and bracelets.
In its product offering, Wolford makes a distinction between fashionable Trend products and the Essential collection, which includes all of the company’s timeless classics, such as the Satin Touch tights offered since 1988 already. The Essential collection accounts for around 70 % of revenues.
Tradition and Innovation
Having started out in 1950 as a producer of pure silk and rayon stockings on Lake Constance, Wolford is now the epitome of exclusive legwear and bodywear for many women worldwide. This success is based on a round-knitting technology specially developed and constantly refined by Wolford, as well as on sophisticated workmanship and quality checks. In combination with the finest yarns, this creates the specific comfort and product quality underlying the Wolford brand and its reputation.
For nearly 70 years now, Wolford has repeatedly introduced pioneering product innovations that have become real bestsellers – from Miss Wolford (1977), the first transparent shaping tights, to the first seamless Body (1992) to the Pure 50 tights (2014), whose lack of any seam mean that they also remain invisible under tight-fitting clothing. Comfort is Wolford’s trump card. The Comfort Cut tights, which have been on the market since 2016, have waist sizes that can be individually adapted to every figure. The seamless 3W Skin Bra (on the market since January 2017) does without clips and is made out of a single piece of material. This makes it especially comfortable to wear.
The company’s visual presentation is also unmistakable. Wolford has set standards here over the past decades, as is exemplified by its cooperation with the world-famous photographer Helmut Newton in the 1990s. He played a key role in creating the image of the strong, self-confident Wolford woman. Always open to creative ideas, Wolford has repeatedly worked together with prestigious designers, including Vivienne Westwood and Vetements. Most recently, the company has developed a cooperation with Adidas.
Present in the world’s top shopping centers
Wolford has a dense network of more than 250 prestigiously situated monobrand boutiques in the world’s fashion capitals – with a mix of partner boutiques and proprietary locations in strategically relevant cities. Wolford’s light, non-creasing products are especially well suited for easy repeat purchases via the internet from home. Customers in a current total of 17 countries can already shop around the clock in Wolford-owned online boutiques. Not only that, Wolford products are also sold at numerous international department stores. At Harrods and Selfridges in London or Bergdorf Goodman in New York, for example, the products are offered in exclusive shop-in-shops that present the products in Wolford’s own atmosphere.
Wolford’s creations are also available at a large number of exclusive fashion and specialist retail stores. These are supplemented by the travel retail business at airports and major railroad stations.