About CHANGE Lingerie
At CHANGE Lingerie we respect your natural beauty and create lingerie designed to fit your body perfectly. Our mission is to give every woman the perfect fit no matter size or body type. We embrace the female body as it is. We do not believe that you should fit in to your bra – the bra should fit you. Therefore, we offer you 88 different bra sizes ranging from A-M cup.
Read our story and learn more about how CHANGE Lingerie made a change in the lingerie market.
The story began back in the early 1990s when a young Claus Walther Jensen, the CEO and founder of CHANGE Lingerie, went on a trip to the North-eastern Thailand. Here he travelled and visited various silk factories. Claus quickly fell in love with this amazing fabric made from the natural fibres spun from the cocoon of the mulberry butterfly larvae, and the incredible craftsmanship of the silk weavers. He was also intrigued by the fantastic qualities of silk, which is an incredible strong material and has heat regulating abilities. At first Claus bought home meters of beautiful silk from Thailand, but after he experienced that the Chinese silk was softer and more flexible, he decided to bring home silk from China instead. The Chinese silk was used to produce luxurious nightwear products which was sold in some of the biggest retail stores in Denmark, but this was just the beginning...
Time for a change
After a few years Claus decided to expand the selection of products from not being only nightwear, but also include bras and briefs, so he had a bigger assortment of products to offer. The first bra and brief were designed in silk, just like the nightwear. But Claus wanted to expand and try out different kind of fabrics again to expand the assortment and learn even more about the world of lingerie.
Claus quickly found out, that the lingerie industry was a very conservative business, but the vision was clear - he wanted to create lingerie at affordable prices that would fit every woman no matter what shape or size. It was time for a change in the lingerie business and CHANGE Lingerie was born.
Then came Lissi
In 1997 the adventures of CHANGE Lingerie really kicked off when Claus met the retired lingerie designer Lissi Lid, who had more than 35 years of experience in designing and constructing lingerie. With the knowledge of Lissi and the mission to create the best fitted bra, the very first collection of bras and briefs from CHANGE Lingerie was created. The collection was first sold in big retail stores around Scandinavia, but in November 2001 the very first CHANGE Lingerie store opened in Ringsted, Denmark.
CHANGE Lingerie quickly became a great success and only a few days later the second store opened in Copenhagen, Denmark. Soon CHANGE Lingerie stores were opening all over Europe and in Canada, and today we have more than 270 stores in Europe and Canada as well as a successful and growing e-com business.
Meet our bestsellers
It is safe to say that our very first lingerie designer, Lissi Lid, had a huge impact on the design and fit of the CHANGE Lingerie bras. Lissi was the designer of many of our bestsellers, which we continue to carry in our collection. Many of these bestsellers have become customer favourites due to the fantastic fit and quality bringing so many women comfort and beauty. One of our most well-known bestsellers is the Lissi series, which is named after the cherished Lissi Lid. Even though Lissi is not with us anymore, we continue to develop and improve the designs she originally created.See our bestseller product line
The journey continues
At CHANGE Lingerie we continue to develop and improve our products, brand, and concepts, and over the years we have executed a lot of exciting events!
- In 2014 we designed a collection of lingerie together with Britney Spears and held the biggest lingerie fashion show in Northern Europe.
- In 2020 we launched our new shop concept in Rødovre, Denmark which will take the shopping experience in the CHANGE Lingerie stores to the next level.
- In the beginning of 2021, we opened our first 100% owned lingerie factory in China.
- In October 2021 we are very excited to celebrate our 30 years anniversary. This will be marked with a brand-new silk collection to honour the very beginning of CHANGE Lingerie.
Find a CHANGE Lingerie store near you
Our aim is to become the biggest lingerie brand in Europe. To fulfil this vision the CHANGE Lingerie stores keep expanding in all our current markets and new markets are opening.