Indrek Rahumaa, founder of the European Lingerie Group (ELG), is preparing the group for a substantial investment round as a step toward a future listing on the London Stock Exchange. Across Europe, lingerie producers face the same challenge: online sales remain difficult, and many retail stores struggle to stay financially stable. ELG needed a way to strengthen in-store sales.

ImpactBuilders joined the ELG management team to explore a more hybrid approach to selling Felina in retail stores. Together we examined how classic retail practices, digital tools, and new forms of client interaction could reinforce each other rather than compete.

This led to a hybrid concept with a fundamentally new way of selling and supplying lingerie. The concept proved so relevant for the broader market that the initial aim of boosting Felina evolved into the creation of a pan-European platform that supports the sale of lingerie from multiple brands. The platform will be developed inside a new business unit.

Through this process, Steven Storms from ImpactBuilders consolidated the views of managers across the group, refined the vision, and drafted the business plan for the new unit that will bring the concept to life.

The clarity of this approach contributed to a positive decision from the Singaporean investment bank currently raising funds for ELG.

The work offered ELG a structured path to strengthen Felina’s retail position and supported the group in its broader preparation for international investment.