I worked in the Marketing department with a RETAIL MANAGEMENT project, in Leonisa, which is located in Medellin for nearly 1 year.
Leonisa is Colombia?s largest manufacturer of women?s underwear and intimate apparel. It also manufactures underwear for men, teens, and children, and a line of bathing suits. It is considered the market leader in South America in female fashion intimate apparel, with more than 40% of the market. Leonisa has nearly 5,000 employees and an estimated annual production of 50 million garments from its manufacturing plants in Colombia. Since the beginning, the company has been owned and operated by the Urrea family.
Leonisa believes in two principles: vertical integration and human resources. Leonisa produces more than 90% of the fabrics and materials that it uses. When compared to Brazilian and European manufacturers competing in the same product range, Leonisa is able to offer the same quality at a lower price. In the face of international competition, Leonisa has adopted several strategic corporate models, such as throughput measurement, scenarios management, and a matrix corporate structure. Employees are trained thoroughly in the philosophy of these models and are encouraged to study additional courses related to their careers and aligned with the mission of Leonisa.
LEONISA is a great symbol of Medellin and it is a very recognised brand name, not only in Colombia but also in the whole South America. An internal investigation showed that LEONISA is the most recognised brand name in feminine interior cloths in Colombia, Puerto Rico and Chile, ahead of brands like Calvin Klein and Triumph. |
