Dorina, the $30m lingerie, nightwear, and swimwear brand, has celebrated women with beautifully crafted designs since 1968. However, afresh approach was needed with the lingerie market rapidly evolving. Enter anew CEO and leadership team brought on board to drive recovery and growth and prepare the brand for a carve-out from its parent company, the apparel manufacturing powerhouse Hop Lun.

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That’s where we came in. Throughout 2024-2025, we partnered with Dorina to create a three-year carve-out and growth strategy. With decades of lingerie expertise, we didn’t just consult; we became an extension of their team, identifying the main growth drivers and how they can be achieved. Together, we:

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Reset the brand’s vision, defining a purpose centred on bringing joy and confidence to everyday life.

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Crafted a focused business strategy to navigate challenges, unlock growth, and ensure long-term resilience.

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Shaped a path to independence, preparing the brand to thrive as it steps out of Hop Lun’s umbrella.

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Wellness is the best glow

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Equipped with a strategy that leverages our team’s deep and wide retail, fashion, and lingerie expertise, the Dorina team now has the tools and confidence to navigate this next chapter with clarity and purpose.

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Strategic pillars

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• Brand framework
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• Product
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• Channels & markets
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• Brand & marketing
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• Operations
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• People
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• Financials
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• ESG
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• Risks & opportunities

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For us, this wasn’t just about creating a strategy—it was about breathing new life into a beloved brand, honouring its heritage while equipping it to succeed in today’s world and regaining its cultural relevance.