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About Change

At Change Lingerie, we respect your natural beauty.

That’s why our lingerie doesn’t dictate how your body should look or promise a whole new you. What it will do is give you a variety of styles in a fit that feels just right. It’s about feeling beautiful. So feel free to express yourself, to explore the different facets of your femininity. And the woman within.

You, only better.


The CHANGE story is based on the meeting of a young entrepreneur, Claus Walther Jensen and Lingerie Designer, Lissi Lid, in 1997. By combining Lissi’s 35 years of lingerie design experience and Claus’ manufacturing set up in China, a unique lingerie collection with affordable prices was created.

The collection was initially sold to stores in Scandinavia but in November 2001 the first CHANGE Lingerie store opened in Ringsted, Denmark. A few days later CHANGE store number two opened on Strøget, the famous shopping street in Copenhagen. With the instant success of the CHANGE concept store format, more stores opened in Denmark and the concept was soon introduced to the other Scandinavian countries.

Over the years the CHANGE concept has been under continuous development and now offers a complete selection of lingerie, swimwear, nightwear, loungewear, hosiery and accessories. The selection of bras contain more than 110 sizes from A-M cup which ensures that every woman can find a perfectly fitting bra. The expansion of stores has continued and CHANGE is now represented in 3 continents and 15 different countries. By the end of 2015 there are 200 CHANGE concept stores worldwide, supplemented with an international online store.

In 2014 CHANGE launched a separate design line in corporation with one of the most iconic superstars of the US pop industry – Britney Spears. It was globally marketed in the CHANGE stores as well as through major retailers and online stores. This played a major part in becoming a truly new brand name.

Change of Scandinavia A/S is an international lingerie brand, which has achieved high growth and global success. CHANGE has a unique position in the market. The range includes a large selection of quality lingerie in a very wide range of sizes. The interplay between design and pricing is the number one Unique Selling Point, and there is constant progress in providing world class service.

The Perfect Bra – for the Perfect you

The three brands Change, Charade and The Intimate are developed by Danish designers, and the unique styles fulfill woman’s desire to create their own personalities to suit their moods and lives. Common to all three brands is the carefully worked out design and great fit, which is perfect for women of all sizes. The chain today comprises more than 200 shops in Europe and Canada and employs more than 600 people.


To be the affordable lingerie brand that provides fashionable and innovative lingerie, in the perfect fit, from sizes A - M cup.


To provide the perfect bra to as many women around the world as possible.