Jolidon is a European lingerie and swimwear brand, that entwines the technological quality of its products with the creativity of design, getting inspired by the latest trends in the industry worldwide.
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Moments in time

Moments in time

The foundation of the company Jolidon, in Cluj-Napoca, Romania. Gabriel Cîrlig identifies on the post-communist Romanian market two necessary types of products, which are not very present for consumers, that is, lingerie and swimwear. Thus, he starts a small business, alongside a few dedicated and ambitious people.

The initial workshop had 3 or 4 sewing machines – the minimum required to create lingerie – and has become, in 25 years, a factory whose size intimidates any lingerie manufacturer in Europe.

19 March 1993

We enter the Romanian market, starting from Transylvania region.

In 1994, Jolidon products are being sold in over 100 stores in Romania.

1993 - 1994

During this period, we expand much of our presence on the Romanian market, the objective being to gain the leader status.

1995 - 1998

We open our first flagship store, in Timișoara, Romania.

Also, we open our first representative office in Bucharest, Romania.


Our company becomes the leader of the national market in its industry.

We open our first representative office abroad – Jolidon KFT, in Budapest, Hungary


One of the best sold products in the history of the company – the S3 bra – is introduced to our lingerie collection. It is still present on the market and among our top best-sellers products.

We open our commercial subsidiary in Milan, Italy.


Our company expands towards the Western Europe, by opening a subsidiary in Paris, France.


Group Jolidon makes an important investment, acquiring Argos SA, the main competitor at the time on the Romanian market, a company with a long history in the manufacture of lingerie and swimwear.


During this period, we work towards building and expanding our national retail chain.

2004 - 2008

We open our second subsidiary in France, at Lyon.


We begin this year in great style, by winning the Ultralingerie Excellence Award at SIL Paris (Salon International de Lingerie et Swimwear), thus being acknowledged as one of the most prestigious names in the global lingerie industry.

Moreover, in September, we launch the brand Prelude, defined at the time as a brand that reminds us of the European aristocratic elegance.


We add to the Group’s corporate palette the Italian brand, Lilly Italia Spa.

This year, we go through a rebranding process, going for a new visual identity of the company.

In September, during the Festive Gala in Milan (organised by Network Dessous – the largest press group specialized in lingerie & swimwear globally), we receive the Lingerie & Beachwear Trophy of the Year 2008. Gabriel Cîrlig is the first Romanian business-man who receives this award for international business.


We are awarded again at SIL Paris, this time with the Ultralingerie Jury Award, respectively with the Ultralingerie People Award.


The time between 2009 and 2011 is dedicated to developing some changes in terms of the company’s business model, as well as to focusing on emerging markets, like Russia, Ukraine, Middle Orient, South-East Asia.

In 2009, Jolidon products can be found in over 1400 stores in Romania.

2009 - 2011

We launch our online shop, with national delivery.

As part of our permanent collection, we introduce a new type of push-up bra, the max-up bra, which is still very popular among on the market.


We celebrate 20 years since Jolidon was founded, organizing an anniversary fashion show at SIL Paris.

We make our first participation at the lingerie fairs in New York and Las Vegas.

We launch our international online shop, with worldwide delivery.


The brand Jolidon appears in top 3 most popular swimwear brands in Russia.

Jolidon launches Joliform, the first brand addressed to women who wear plus sizes and full busts (up to G cup).


We attend, for the first time, the Collection Premier Moscow event, in Russia, with the brand Prelude.

Also, we expand our distribution on the USA & Germany markets for the brands Jolidon and Prelude.


Jolidon is among the top 20 Romanian brands, a study conducted by Biz Magazine.

A perfect way to provide a flexible gift that anyone can enjoy – Jolidon launches the Gift Card available in own store network

A new creative and educational space, where we share interesting and useful stories from the world of lingerie and more – Jolie, the official Jolidon blog.

We make our first participation at the lingerie and swimwear fair in Miami.


Jolidon won the title of Best Romanian Brand at the Elle Style Awards 2020 gala, organized by Elle Romania for the ninth edition.

Jolidon was among the top 50 semifinalist brands of the “BVB League – Made in Romania” program, in its 3rd edition and with 295 companies nominated.


We managed to approve prototypes based on European standards and build a set of protective equipment to meet the specific needs of the SARS-Cov2 pandemic, thus shaping the new brand – Jolidon MedCare & Protection.

For the second time, Jolidon won the title of Best Romanian Brand at the Elle Style Awards 2020 gala, organized by Elle Romania for the tenth edition.

The Jolidon brand is among the top 20 Romanian brands in the ranking of the 20 strongest Romanian brands, made by Unlock Market Research.