Lindex sells Twilfit underwear stores

AB Lindex said it has signed an agreement to sell its Twilfit underwear chain to a consortium led by Swedish retail clothing entrepreneur Anders Arnborger.

The deal will result in a one-off write-down of goodwill of 25 million kronor, and will also have a positive effect on earnings per share, Lindex said.

The sale means that Lindex will divest 38 wholly-owned Twilfit stores, 10 franchise stores and the Twilfit brand name. The transfer of the operation will take place on Sept 1, 2005.

Lindex will retain six Twilfit stores in Stockholm and Uppsala and transform them into Lindex stores, strengthening both the profitability and growth of its Swedish operations, it said.



Swedish fashion brand scraps plus-size range

Swedish clothing brand Lindex has decided to scrap its plus-size range and instead make all of its standard collections available in larger sizes.

Swedish fashion brand scraps plus-size range
A promotional shot from Lindex’s autumn/winter campaign. Photo: Lindex

From autumn onwards, Lindex’s previous plus-size range 'Generous' will no longer be available, with plus sizes integrated into the brand’s standard fashion lines. Its forthcoming autumn/winter campaign will also be fronted by plus-size models Ashley Graham and Candice Huffine alongside supermodels Alek Wek, Toni Garrn and Cora Emmanuel.

“We want women of all sizes to feel included and feel they can buy items from all our fashion concepts. This change will make our collections more inspiring and accessible to more customers,” Lindex head of design Annika Hedin explained in a statement.

There have been growing calls for the plus-size distinction to be scrapped entirely by the fashion industry, with critics arguing that it causes shame.

In 2014, Swedish chain H&M was criticized for labelling a model capable of fitting into their medium clothing as 'plus-size' in a catalogue. Former professional swimmer Emma Igelström said that by calling the model plus-size, the brand was “strengthening the idea that super skinny is the ideal”.

This isn't the first time that Lindex has gone against the norm. In 2014 one of the brand’s underwear campaigns caught attention when it featured employees in front of the camera instead of models.