Since its acquisition by Hop Lun from the Triumph Group in 2017, Dorina has been focusing on expanding its presence in Europe. This autumn, the brand, which remains relatively under the radar in France but was founded in Germany in 1968, has completely redesigned its e-commerce platform and moved its offices and headquarters from Hong Kong to London. 

The decision to relocate from Asia to the UK capital brings Dorina closer to its core markets, enabling the company to centralise stock, streamline operations, and reduce delivery times. This strategic move also aims to elevate service quality for its customers, reflecting what the brand describes as a “market-aligned strategy,” guided by its new leadership team.  

New leadership team for fresh start  

In May, Dorina welcomed its new CEO, Alexis Le Moine, tasked with defining a new product strategy encompassing everything from design to collection planning. Formerly a sales manager at Amazon, Le Moine served as e-tail director for LVMH‘s fragrance and cosmetics division (2012–2022) before becoming global sales director at Stella McCartney.  

Joining him in September are two new executives: Laura Escure, appointed as chief marketing officer (formerly with LVMH and Vestiaire Collective), and Daniela D’Aveni, chief commercial officer (previously international director at Bluebella for seven years).  

With this trio at the helm, the German-born brand aims to boost its online distribution and retail partnerships. To strengthen its wholesale presence in Europe, Dorina is actively participating in key B2B trade shows. These include the Polish Bielizny fair, as well as upcoming appearances at the Salon de la Lingerie in Paris (January 18–20, 2025) and Wonderland in London (January 26–28), a newly launched event dedicated to lingerie and swimwear.