27/06/2022 By acomputer 640 Views

DIM underwear will change owners again

By Cécile Crouzel published, updated

Bought in 1973 by the BIC group to its founder, the famous French brand then changed a lot.

One of the most famous French brands will change hands.Its owner, the American textile group Hanes, announced Tuesday that it has "projects aimed at exploring strategic alternatives for its underwear activities in Europe".DIM unions have confirmed a sale of Hanes Europe, which notably includes the DIM brands in France and Nur Die/Nur der in Germany.

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Les sous-vêtements Dim vont à nouveau changer de propriétaire

Sun, it is for many the heady music of his advertising spots, the "pa la pa pa pa ...".His name was also blown to him in 1964 by an advertiser, Marcel Bleustein-Blanchet, the founder of Publicis, by contraction of the appellation of his flagship product, the "Bas Sunday".

French underwear

The company founded in 1953 by Bernard Giberstein has a solid tradition of marketing innovations: the first seamless nylon stockings in 1956, tight boxes in the 1960s, the launch in 1987 of a line of underwear forMen, then Diam's tights, chic compression tights ... The company claims to be the first brand of French underwear.She has a factory in Autun (Burgundy), where 650 people are still working, even if production is also done abroad.In total, European activities in Hanes employ around 2,500 people, including 1,200 in France.

Bought in 1973 by the BIC group to its founder, DIM then experienced a succession of American owners: the conglomerate Sara Lee (1988-2005), the Sun Capital Partners fund (2005-2014), then Hanes.So much so that the business unionists are not too worried about the next new change ...