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Company Profile

We design, manufacture and sell in a family run business high quality, feminine lingerie for women with high standards for wearing comfort and design. We know our customer's needs and use highest quality materials - at affordable prices. Our specialty is producing bras in a wide range of cup sizes to carter for both the smaller and the larger cup, focus "Big Cups".

We concentrate on “Oktoberfest-Underwear” (Dirndl Bra and Dirndl Dessous).This is a dynamically growing market segment, very regional (Bavaria, Austria, South Tyrol/Italy). Ptomising new markets are the Netherlands, Switzerland and Scandinavia.We delivered our bra’s “Schmuckstueck” to Melbourne, Australia’s Hofbrauhaus.

Our brands "my choice" and "Schmuckstueck " are carefully quality controlled from our technical exper t team regarding to perfect fit, quality standards and wearing comfort.

Manufacturing and locations:
The design and creative development of a lingerie collection, prototyping, controlling and logistics, sales management and marketing, all take place in Gumpoldskirchen, near Vienna, Austria. With a sales force of around 30, we are active in 13 EU countries and Russia . Our collections are brought to life using state of the art facilities and manufacturing processes including Gerber CAD.

Quality assurance:
To make sure that all quality targets are permanently met, at least one family member guarantees the required standards on site. In addition to this, any pre-production samples must comply with a range of practical trial fittings and evaluation tests, before they are released to series production.


Our focus markets are Germany, Austria and Italy. "my choice" has also a presence in Belgium, France, Luxembourg, Seitzerland, Liechtenstein, Czech Republic, Hungary and Russia. We are expanding our presence in the Netherlands and Scandinavia.

Professional Experience:
Our President, Mrs Leyrer, has built a very successful career in the lingerie industry. For many years she held key executive functions in purchasing, marketing and product management at the management board of Palmers and Hanro/Huber. At Palmers she created and implemented the "P2" line.

Mrs Leyrer is a bodywear expert and has considerable experience on an international level of designing and developing products with a fashionable design and optimum comfort. She has also worked in the Far East for several years building on her design and manufacturing knowledge with the private label manufacturing company " bodywear". Whilst at this company she worked for clients such as Sariana Fashion, Mango, OTTO, DBA, Ulla Popken, Palmers and C&A. Our designers call on 40+ years of experience in high quality lingerie design and development.

The actual „my choice collections include 2 trend series, 2 trend colour basics and ten basics series (longterm, consistent product series) . We focus on Oktoberfest underwear!