Crown Brands Buys Cosabella

Offered on the Cosabella website: Never Say Never Comfie Thong; and the Lisciante Push Up Bra and Panty.

Calida Group announced the sale of Cosabella, the lingerie brand it had acquired in 2022, to Crown Brands Group. The price was not revealed. Calida had paid $80 million to acquire the company in 2022.

As it reported the sale, which closed on July 23, Calida Group itself revealed a 5.9% decline in currency-adjusted sales to CHF 93.7 million (Swiss francs, about $114.5 million at current exchange rates) in the first half of 2026. And it showed a loss of  CHF -0.6 million for the period, which compares to net income of CHF 0.9 million on sales of CHF 101.7 million (about $124.3 million) in the first half of 2025. It also disclosed that sales for Cosabella had declined 36.6%, from CHF 6.8 million (about $8.3 million) in the first six months of 2025, to CHF 4.3 million (about $5.3 million) in 2026.  

Meanwhile, first half sales for the Calida brand fell from CHF 66.0 million (about $80.1 million) last year to CHF 62.7 million in 2026, and sales also slipped for the Aubade brand, from CHF 28.9 million (about $35.3 million) to CHF 26.7 million.

Calida noted that with the sale of Cosabella, it “is further simplifying its brand portfolio and reinforces its focus on the strategic development of its core brands, Calida and Aubade. At the same time, the transaction creates additional operational and financial flexibility to further develop the brands and strengthen their positioning in the premium segment in a targeted manner.”

Calida complained “the first half of 2026 was defined by a persistently challenging market environment and subdued consumer sentiment,” but it claimed that Calida and Aubade “have strategically expanded their market positions in the premium segment in the first six months of the current year. Investments in product lines, positioning and digital brand communication together support the long-term growth and development of both brands. At Calida, early collection and communication initiatives met with a positive response. The ongoing refresh of the product lineup, the streamlining of the product architecture and the improved deployment of digital channels and thus greater reach have created the conditions for appealing to new customer segments while deepening existing customer relationships. At the same time, product line complexity was reduced and internal processes were harmonized. Aubade likewise continued systematically executing its strategic realignment. By further developing its brand identity, strengthening its premium appeal and strategically developing targeted markets, Aubade is laying the groundwork for future growth. “

Crown Brands also recently acquired the Hanky Panky lingerie brand.