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Company Profile
basics
 

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.

 

Markets:
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 "d.vision 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.

Collections:
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!