Jolidon Group

Founded in 1993, in Cluj Napoca, Romania, Jolidon gained undisputed leadership of the Romanian market of lingerie and swimwear, also becoming one of the major players of the international market.

Jolidon’s successful story may seem right out of the Hollywood movies: an entrepreneur, Gabriel Cîrlig, identified on the Romanian market after ’89 two types of products that were necessary, but not so present, namely underwear and bathing suits. He started a small business, together with a few dedicated and ambitious people. The first workshop, with 3 or 4 sewing machines, a minimum required to create lingerie, has become in 20 years a factory whose size intimidates any lingerie manufacturer in Europe.

In 1994 Jolidon branded products were being sold in over 100 stores, in 1996 their number tripled, while in 2009 Jolidon products were present in over 1400 stores, all over the country.

Year 1998 marks for the Jolidon group the opening of its first store in Timisoara and the Bucharest office. In the following ten years, the next steps were the construction and development of its retail chain in the main shopping centers of important cities in Romania or in wisely chosen locations of civic centers.

Currently, Jolidon International Group has over 2500 employees and a chain of 87 stores, in major cities and shopping centers of Romania. Moreover, Jolidon’s products are available in all major supermarket and hypermarket chains in the country.

Concept Store Palas Iași

Concept Store Palas Iași

Concept Store Palas Iași

Design, quality, technology and fabrics, image and advertising strategy of the company and its brands are all important aspects that made Jolidon be, over time, the only Romanian participant to the most prestigious exhibitions and international fairs: SIL Paris, Lyon Mode City, Mode City Paris, Dusseldorf Lingerie, Intimare Bologna, Shanghai Mode Lingerie, Hong-Kong Mode Lingerie, Motexha Dubai, Curvexpo New York, Divat Napok Budapest. As a result of all these actions a strong export department was developed, which capitalizes the company’s products only under its brands.

Jolidon products are exported throughout Europe: Italy, France, Hungary, Russia, Germany, Switzerland, Belgium, Slovenia, Croatia, Poland, Latvia, Austria, Cyprus, Malta but also in the United States, Canada, Japan or South Africa, Lebanon and Israel.

The beginning of abroad investments is marked by the establishment of Jolidon Hungary KFT in Budapest, in 2000, and continues with Jolidon Italia SRL opened in 2001, in Milan, and with Jolidon France SARL, opened in 2003, in Paris. In 2009, Jolidon Poland opens in Lodz.

In 2004 Jolidon made a significant investment by purchasing the majority share package of its main competitor on the Romanian market, ARGOS SA, a company with over 60 years of tradition in underwear and swimwear and over 800 employees.

In 2006 Jolidon aquired LCS Conf SA, one of the largest textile factories in Romania, with a history of over five decades and represented by a popular brand: Flacara.

In 2008, in order to increase production capacity of Jolidon Group, Lilly Italy Spa and Tricotaje Ineu SA were purchased.

The beginning of 2006 establishes Jolidon as one of the most prestigious names in the lingerie world, the recognition of the Romanian brand coming from the birthplace of lingerie, France. At “Salon International de la Lingerie” from Paris, Jolidon received one of the three awards offered at the “Ultralingerie” event.

January 2009 equals total success for the “Prelude” brand – the deluxe brand of Jolidon Group’s portfolio – by winning both the Grand Jury Prize and the Specialized Public at SIL 2009.

The brand portfolio, currently managed by Jolidon Group, includes: JOLIDON, with its sub-brands Jolidon Fashion and Jolidon Clandestine, Prelude, Argos, Lilly, Eclizia, Kelitha and Falla for pret-a-porter.

In the past few years, Jolidon European Group has become an important name in the Romanian economy. One of the proofs of this aspect is the international trophy “Superbrands”, received in 15th november 2006. In september 2008, at the Festive Gala in Milan, organized by Network Dessous, the largest press group specialized in underwear and swimwear in the world, the “Lingerie & Beachwear 2008” Trophy was awarded to Mr. Gabriel Cîrlig, being the first Romanian businessman rewarded with this distinction for international business.

One of the Romania's Strongest Brands

Lingerie & Beachwear Awards


  • Enters the Romanian market, starting from Transilvania region
  • Expands its presence on the Romanian market, the objective being to gain the leader status
  • Opens an office in Bucharest
  • Gains market leadership
  • Opens its first subsidiary abroad – Jolidon KFT Budapest
  • Opens the Jolidon Italia SRL subsidiary, in Milan
  • Opens the Jolidon France SARL subsidiary, in Paris
  • Acquires Argos SA
  • Develops its retail chain in Romania
  • Opens a subsidiary in Lyon
  • Wins the excellence award „Ultralingerie” at SIL Paris
  • Acquires LCS Conf SA
  • Acquires Interdealer Capital Invest SA
  • Acquires Tricotaje Ineu SA
  • Acquires Lilly Italia Spa
  • Rebranding
  • Opens the Lilly Poland subsidiary in Lodz
  • Wins the „Grand Jury Priz” and the „Public Prize” at Ultralingerie SIL Paris
  • Changes its business model
  • Focuses on emerging markets (Russia, Ukraine, Middle East, Southeast Asia)