Prima Donna’s roots trace back 1865, when it was founded in Germany by Salomon Lindauer. Lindaur’s primary focus for Prima Donna was to provide a perfect fit for large and naturally shaped women. The company evolved from providing primarily corsets to manufacturing bras for large-breasted women. Prima Donna changed hands from S. Lindauer & Co, (Wilhelm Meyer-Ilschen in 1938) to the current company in 1990, Van de Velde of Belgium. Van de Velde revitalized the line and made priorities of comfort, fashion, and fit. Prima Donna has been renowned for over 140 years for their perfectly-fitting luxury lingerie. Their longevity and success proves that fit and fashion hold a timeless appeal.

 
A time line from Van De Velde and the evolution of Prima Donna and its sister brands.

In 1919 Margaretha and Achiel Van DeVelde open a corset work shop in Shellebelle within the Netherland region.  

In 1948 William Van De Velde comes to work for his parent’s workshop he is later assisted by his wife and brother in law.

In 1949 Van de Velde brings in a new era of Lingerie with matching underwear and bra sets bringing a new luxury to lingerie styles.

In 1971-1981 Van De Velde welcome the third generation taking the company to new levels with new marketing and sales strategies bring the company into an era of global production.

In 1981 Van De Velde christens there lingerie with the name “Marie Jolie” which is later changed to Marie Jo.  Marie Jo is known for its transparency, airiness and delicate embroidery bringing the beginning of a long and successful story.

In 1990 Van de Velde acquires German company Prima Donna. A lingerie company who specializes in large sizes who Van de Velde had previously produced under a private label.  The brand eventually developed from functional and comfortable to fashion forward styles including beautiful embroidery still maintaining the functional practicality.

In 1991 Van de Velde acquires the Belgian export Oscar

In 1995 Van De Velde receives the Fashion Forward Award from the Netherlands for the brand Prima Donna.

In 1998 Van de Velde receives the Trophy of the Belgian Clothing Federation

In 1997 Van de Velde introduces a record 40% off to its shares on the Stock Market, today 40.21% of the capital is freely marketable. In 1998 Van De Velde receives the best direct marketing award.

In 2001 Van de Velde acquires shares in Top Form International, which is the largest Chinese manufacturer quoted on the Hong Kong Stock Exchange.

In 2002 Van de Velde opens its stores in Germany and France.

In 2006 Van De Velde’s Marie Jo celebrates its 25^th anniversary