Leonisa

Leonisa is a Colombia-based global company that manufactures and sells women's lingerie, shapewear, swimwear, men's underwear, and activewear[1] for both men and women.[2]

Leonisa
TypePrivate
IndustryApparel and Fashion
FoundedNovember 20th, 1956
FounderJoaquin Eduardo Urrea and Julio Ernesto Urrea
Headquarters
Medellín, Colombia
Area served
Worldwide
Productswomen's inner-wear, swimwear, men's underwear, shapewear, bras, panties, sports underwear, post-surgical compression garments
Websitewww.leonisa.com

History

Leonisa was established in November 1956 by the Urrea brothers, Joaquin Eduardo and Julio Ernesto, who specialized in women's innerwear.[3] After establishing their first manufacturing plant, the brothers created “The Diamond Point Bra,” which made them pioneers of South America's intimate apparel.[4][5]

Leonisa began retail sales in 1956. These consist of Leonisa Stores, duty-free shops, factory outlets, hypermarkets, department stores and specialty apparel stores. As of 2014, there were retail stores in the United States, Spain, Chile, Colombia, Costa Rica, Ecuador, Guatemala, Mexico, Panama, Peru, Portugal and Puerto Rico.[6]

In 1965, Leonisa built a manufacturing plant in Costa Rica to meet the demands of Central American markets.[7] In 1989, Leonisa entered the European market targeting Spain first and later expanding to the United Kingdom, Germany, France, and Italy.[8]

In 1993, Leonisa launched the “Magic Up” brassiere.[9] The same year, they created a catalog sales channel to sell Leonisa garments directly to customers on a monthly basis. As of today, the catalog sales channel operates in the United States, Canada, Mexico, Spain, Colombia, Peru, Costa Rica, Ecuador, Chile, Guatemala and Puerto Rico.[10]

Leonisa has sponsored the Miss Colombia swimwear category since 2007. Each year Leonisa develops swimwear campaigns that are focused on Miss Colombia.[11] Leonisa also sponsored Miss Panama in 2009 and 2010.[12]

In June 2009, Leonisa introduced their Online Store, initially intended for the US and Canadian markets. As of 2014, Leonisa had an online presence with local distribution in over twelve countries, with sales in over 120 countries.[13]

In February 2020, Leonisa partnered with Victoria's Secret in a deal that makes Leonisa's shapewear available to Victoria's Secret online customers with the possibility of expanding into Victoria's Secret retail outlets.[14]

Products

Women’s intimate apparel

From the beginning, Leonisa has focused on women's innerwear and currently has product lines for shapewear, bras and panties. Within each category of women's innerwear are different collections that offer benefits to meet specific needs, like postpartum and post-surgical shapewear, push-up bras, and sports underwear.

In 2009, Leonisa introduced a brand that targets girls and women between the ages of 14 and 25.[15]

Leonisa is known for its shapewear, featuring four different compression levels, each employing Leonisa's trademark compression technology.[16] In 2012, the company launched a new line of smart fabric shapewear and post-surgical compression garments.[17]

Swimwear

Launched in the 1990s, the swimwear line offers basic swimwear, one-piece swimsuits, control and slimming swimwear, push up swimsuit tops and cover ups, and other products.[18]

LEO

Leonisa launched its first men's underwear collection in 1975 under the Airell brand. In the 1980s, this men's line was re-branded as LEO. The LEO brand offers men's underwear and shapewear, including three levels of compression.[19]

Activewear

Leonisa has Activewear lines for both women and for men.[20][21] Leonisa ActiveLife and Leo ActiveLife includes breathable underwear,[22][23] leggings (often with incorporated shaping fabric such as DuraFit' and PowerSlim'),[24] and sports bras.

Campaigns

Since 2005, Leonisa has partnered with health companies in a campaign against breast cancer that seeks to raise awareness among women about the importance of early detection.[25] As a part of this campaign, Leonisa has developed educational teams in schools, universities, and shopping centers. They have conducted forums aimed at the community and primary care physicians. Leonisa developed the app “Leonisa Takes Care of You” to remind women of the right time to do their breast self-exam.[26]

Awards

2001 - Lyon Mode City, Best new design[27]

2006 - Antioquia's Shield, Gold Category[28]

2007 - Cromos Fashion Awards - Best Brand Runway[29]

2010 - Colombia Spain Award - Best Company of the Year[30]

Models

Here is a list of internationally known supermodels who have worked with Leonisa throughout the years:

Top Model Nationality
Isabeli Fontana Brazil
Natasha Barnard South Africa
Nina Agdal Denmark
Tamara Lazic Serbia
Leticia Zuloaga Spain
Lauren Mellor South Africa
Sylvia Geersen Netherlands
Alexandra Underwood[31] United States

2010 - WWD Magazine – Celebrities Energize Shapewear Market

2014 - Sports Illustrated - The latest swimwear styles for Leonisa modelled by Nina Agdal

References
  1. "Workout Clothes for Women | Leonisa". www.leonisa.com. Retrieved 2018-02-13.
  2. 100empresarios (2009-02-18), Joaquin Eduardo Urrea Urrea - 100 Empresarios 100 Historias, retrieved 2016-11-24
  3. "Leonisa. Los visionarios". www.dinero.com. Retrieved 2016-11-24.
  4. 100empresarios (2009-05-12), Julio Ernesto Urrea Urrea - 100 Empresarios 100 Historias, retrieved 2016-11-24
  5. "Con solo 15 pesos se creó Leonisa". www.elcolombiano.com. Retrieved 2016-11-24.
  6. Mathews, Juan Carlos (2012-08-14). "LEONISA: de Colombia para el mundo | Escala Global". Escala Global. Retrieved 2016-11-24.
  7. Ramírez, Carlos Enrique (2006-03-31). "INTERNACIONALIZACION DE LEONISA: UNA EMPRESA COLOMBIANA DE ROPA INTERIOR". Estudios Gerenciales (in Spanish). 0 (98): 25–56. ISSN 0123-5923.
  8. "La colombiana Leonisa mantiene el tipo en España: crece un 7% y alcanza los seis millones de euros". Retrieved 2016-11-24.
  9. "LEONISA 60 AÑOS: la historia del brassier en Colombia - Fashion Radicals". Fashion Radicals (in Spanish). 2016-08-02. Retrieved 2016-11-24.
  10. "De Leona a Leonisa en 60 años". ElEspectador. Retrieved 2016-11-24.
  11. "Concurso Nacional de Belleza ® - La Srta. Colombia® presente en Colombiamoda". www.srtacolombia.org. Archived from the original on 2016-11-24. Retrieved 2016-11-24.
  12. "Miss y Mr. Panamá 2010 | La Prensa Panamá". www.prensa.com (in Spanish). 2010-07-10. Retrieved 2020-04-09.
  13. Litman, FashionNetwork.com, Tamara Gonzalez. "Prendas de control colombianas se imponen en la moda mundial". FashionNetwork.com. Retrieved 2016-11-24.
  14. Moss, Loren (2020-02-11). "Victoria's Secret Inks Deal With Colombia's Leonisa, Publisher of 'Whites Only' Catalogs". Finance Colombia. Retrieved 2020-04-09.
  15. "TQM by Leonisa desfiló en ColombiaModa Perú 2010". Archived from the original on 2016-11-24. Retrieved 2016-11-24.
  16. "Our Technology | Leonisa". www.leonisa.com. Retrieved 2018-06-15.
  17. "Suck in Your Gut!". The Doctors. Retrieved 2016-11-24.
  18. Ramírez, Carlos Enrique (2006-03-31). "INTERNACIONALIZACION DE LEONISA: UNA EMPRESA COLOMBIANA DE ROPA INTERIOR". Estudios Gerenciales (in Spanish). 0 (98): 25–56. ISSN 0123-5923.
  19. "Leo - Men's Underwear & Shapewear - Leonisa USA | Leonisa". www.leonisa.com. Retrieved 2018-06-18.
  20. "Workout Clothes for Women | Leonisa". www.leonisa.com. Retrieved 2018-06-15.
  21. "Men's Sports Underwear | Leonisa". www.leonisa.com. Retrieved 2018-06-15.
  22. "Women's Workout Underwear | Leonisa". www.leonisa.com. Retrieved 2018-06-15.
  23. "Men's Sports & Athletic Underwear | Leonisa". www.leonisa.com. Retrieved 2018-06-15.
  24. "Leggings for Women & Yoga Pants | Leonisa". www.leonisa.com. Retrieved 2018-06-15.
  25. "La moda se une para luchar contra el cáncer de seno - Modo Rosa". Modo Rosa (in Spanish). 2014-08-13. Retrieved 2016-11-24.
  26. "- Modo Rosa". Modo Rosa (in Spanish). 2014-08-13. Retrieved 2016-11-24.
  27. "LEONISA CON PREMIO: - Archivo Digital de Noticias de Colombia y el Mundo desde 1.990 - eltiempo.com". eltiempo.com. Retrieved 2016-11-24.
  28. www.elmundo.com. "Leonisa cumplió 50 años". www.elmundo.com. Retrieved 2016-11-24.
  29. Prensa, Inexmoda. "Hoy se entregarán en Bogotá los Premios Cromos de la Moda". www.inexmoda.org.co. Archived from the original on 2016-11-24. Retrieved 2016-11-24.
  30. Tiempo, Casa Editorial El. "Primera edición de los Premios Colombia-España ya tiene ganadores". Portafolio.co (in Spanish). Retrieved 2016-11-24.
  31. FF Channel (2017-08-02), Leonisa | Spring Summer 2018 Full Fashion Show | Exclusive, retrieved 2018-06-15
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