flows as well as some administration can be co-ordinated, which is expected to generate synergy effects in the range of SEK 20–25M within two years. Twilfit has also taken the initiative in implementing the Lindex Group’s Code of Conduct in its purchasing work. Twilfit Sisters Twilfit Sisters is the name of our bonus club. Membership is free and provides member offers, information about novelty items, activities and promotions, ‘sales days’ before other customers and a bonus on everything that customers buy. Members have the opportunity to receive the infor- mation via e-mail. Twilfit Sisters has 250,000 members. The club is currently being reviewed with the objective of fur- ther developing and sharpening the offer to the members. Competitors Twilfit’s competitors are mainly individual, single line-stores. Among younger cus- tomers, H&M is also a competitor and, on the clothing side, �hléns is a competitor in the big cities. For further information about Twilfit, see www.twilfit.se. History 1922 Twilfit is founded by Anders Andersson and his nephew Carl-Otto (Olle) Heigard. Initially, the company sells only corsets from the British company, Twilfit.

1930s The first branches are opened in Stockholm, Gothenburg and Malm�.

1940s The product range has been extended and now also consists of corsets of other brands and bras, underwear, nightwear, hosiery and gloves.

1950s Carl-Otto’s son, Bo Heigard, joins the company. Towards the end of the decade and at the beginning of the 1960s, Twilfit implements a new style of shop fittings and advertisements in collaboration with the Danish furniture architect Jørgen Høy.

1959 Twilfit’s current logotype is designed by Jørgen Høy.

1960s Significant new innovation in the product range. Own product development and own design become key words. In 1966, Bo Heigard takes over the management. Well-known designers are linked to the company. Twilfit is regarded as a pioneer in marketing retail clothing.

1970s Interest in lingerie and hosiery is low, especially at the beginning of the decade. This is due to a new society trend which sees many women decide to ‘burn their bras’.

1979 Bo Heigard’s son, Olle, joins the company as sales manager. Franchising is used as a method for expansion for the first time.

1984 New, vigorous investment in lingerie. Twilfit launches ‘Softies‘, soft underwear in several models with soft lace. In the 1980s, the string panty is launched within this concept.

1988 Olle Heigard takes over as President.

1991/92 Based on customer research, Twilfit adopts a new strategy and business objective and further increases its concentration on lingerie. More intensive investment in hosiery, sweaters, blouses and nightwear (product groups which have traditionally been strong features in Twilfit’s product range) is also initiated.

1995 Twilfit has 40 stores in Sweden.

1990s The latter part of the 1990s involves continued expansion. At the end of 2001, Twilfit has 60 stores.

November 2001 It is announced that Lindex intends to acquire Twilfit and in mid-January 2002, the acquisition is approved by the Swedish Competition Authority.

2002 Twilfit celebrates its 80 anniversary by launching its new store concept in the store in Nybrogatan in Stockholm where it all started. A collaboration with the designer, P�r Engsheden, symbolises Twilfit’s new investment in recognised stylists and designers.
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