Dress the world

Since its founding Goldenlady company has achieved international success and strongly outperformed in foreign markets. Over the years the company has consolidated its position in more than 70 countries and at present is recognized as a leader in the hosiery, underwear and beachwear sectors worldwide. The Group derives more than half of its profits from foreign markets, in particular 35% from the USA and 20% from Russia.

In 1999 with the acquisition of Kayser Roth Corporation - which held 18% of market shares in the USA - Goldenlady Company successfully entered the American market and gained a prominent position in the Food/Drug/Mass channel. Thus, the Group ranked second in the segment of classic tights with the brand No-Nonsense and first in the segment of opaque stockings with the brand Hue.

Today, in the United States Goldenlady company operates four production plants. Three are located in North Carolina - in Lumberton, Asheboro and Burlington- and one in Dayton, Tennessee. The company’s headquarters is also located in North Carolina, in Greensboro. Given the large extent of the U.S. territory, the production plants of Lumberton, Asheboro and Burlington also play a key role in logistics and distribution. These strategic centres employ around 1600 people and ship 220 million pairs of tights and trousers socks per year, against the company’s annual overall sales, which consists in 400/500 million pairs of tights. The brands Hue and No-nonsense have become so popular in the USA that the Group’s branch in New York boasts its own style and design department.

With its brands the company offers a diversified range of products that meet the needs of every target group. In these respect, Hue colourful and dynamic lines represent at best the American spirit. Hue offers tights, pyjamas, men and women underwear that display a variety of vivid colours and cheerful new patterns. The whole beachwear collection, which includes surf shorts and swimsuits,  is inspired by the relaxed and free-spirited Californian lifestyle.

Moreover, Golden Lady Company is particularly active in Russia and Eastern Europe where it relies on a widespread and firmly established distribution network that has turned the Group’s products into a symbol of Italian style.

In Russia Sisi, Fildoro and Omsa have gained a strong reputation through a wide and diversified range of collections as well as through a distribution network that includes all major channels. Sisi mainly focuses on specialised retailers, while the brands Omsa and Filodoro provide a more extensive range of quality articles, satisfying the requirements of different distribution channels.