Leonisa
{{Short description|American fashion company}}{{Infobox company
| name = Leonisa
| logo = File:Leonisa logo.svg
| type = Private
| founded = {{Start date and age|1956|11|20}}
| founder = Joaquin Eduardo Urrea and Julio Ernesto Urrea
| hq_location_country = Medellín, Colombia
| area_served = Worldwide
| industry = Apparel and Fashion
| products = women's inner-wear, swimwear, men's underwear, shapewear, bras, panties, sports underwear, post-surgical compression garments
| website = {{URL|Leonisa.co}}
}}
Leonisa
Leonisa is a private Colombian clothing manufacturer specializing in lingerie, shapewear, swimwear, and underwear for men and women. Founded in 1956 and headquartered in Medellín, the company operates internationally, with distribution across Latin America, North America, and Europe.{{cite web |title=Leonisa. Los visionarios |url=https://www.dinero.com/edicion-impresa/caratula/articulo/historia-de-leonisa-empresa-de-ropa-interior-en-colombia/235366 |archive-url=https://web.archive.org/web/20161125044619/https://www.dinero.com/edicion-impresa/caratula/articulo/historia-de-leonisa-empresa-de-ropa-interior-en-colombia/235366 |archive-date=25 November 2016 |access-date=4 June 2025 |website=Dinero}} The company maintains production facilities primarily in Latin America.
History
Leonisa was founded in Medellín, Colombia, in November 1956 by brothers Joaquín Eduardo Urrea and Julio Ernesto Urrea. The company initially focused on women's undergarments and established its first manufacturing facility that same year. In 1965, Leonisa expanded regionally by opening a plant in Costa Rica to supply Central American markets.{{cite journal |last=Ramírez |first=Carlos Enrique |date=31 March 2006 |title=Internacionalización de Leonisa: Una empresa colombiana de ropa interior |journal=Estudios Gerenciales |language=es |issue=98 |pages=25–56 |issn=0123-5923}}
By the late 1980s, the company began its European expansion, starting with Spain, and subsequently entered markets in the United Kingdom, Germany, France, and Italy.{{cite web |title=La colombiana Leonisa mantiene el tipo en España: crece un 7% y alcanza los seis millones de euros |url=https://www.modaes.com/empresa/la-colombiana-leonisa-mantiene-el-tipo-en-espana-crece-un-7-y-alcanza-los-seis-millones-de-euros |access-date=4 June 2025 |website=Modaes}} In 1993, Leonisa introduced the "Magic Up" bra, aimed at enhancing bust appearance.{{cite web |title=Leonisa 60 años: la historia del brassier en Colombia |url=https://fashionradicals.com/2016/08/02/leonisa-60-anos-la-historia-del-brassier-en-colombia/ |access-date=4 June 2025 |website=Fashion Radicals |language=es}}
In February 2020, Leonisa entered a retail partnership with Victoria’s Secret to make its shapewear products available via the latter’s online platform in the United States.{{cite web |last=Moss |first=Loren |date=11 February 2020 |title=Victoria's Secret Inks Deal With Colombia's Leonisa, Publisher of 'Whites Only' Catalogs |url=https://www.financecolombia.com/victorias-secret-inks-deal-with-colombias-leonisa-publisher-of-whites-only-catalogs/ |access-date=4 June 2025 |website=Finance Colombia}}
Products
= Women’s intimate apparel =
Leonisa has product lines for shapewear, bras and panties, including collections that meet specific needs, like postpartum and post-surgical shapewear and sports underwear.
In 2009, Leonisa introduced a brand that targets girls and women between the ages of 14 and 25.{{Cite news|url=https://fashionunited.es/v1/columns/tqm-by-leonisa-desfil-en-colombiamoda-per-2010/2010120812825|title=TQM by Leonisa desfiló en ColombiaModa Perú 2010|access-date=2016-11-24|archive-url=https://web.archive.org/web/20161124221442/https://fashionunited.es/v1/columns/tqm-by-leonisa-desfil-en-colombiamoda-per-2010/2010120812825|archive-date=2016-11-24|url-status=dead}}
Leonisa features four different compression levels, each employing Leonisa's trademark compression technology.{{Cite web|url=https://www.leonisa.com/en/aboutus/leonisa-technology/|title=Our Technology {{!}} Leonisa|website=www.leonisa.com|language=en-US|access-date=2018-06-15}} In 2012, the company launched a new line of smart fabric shapewear and post-surgical compression garments.
= Swimwear =
Launched in the 1990s, the swimwear line includes basic swimwear, one-piece swimsuits, control and slimming swimwear, push-up swimsuit tops, cover-ups, and other products.{{Cite journal|last=Ramírez|first=Carlos Enrique|date=2006-03-31|title=INTERNACIONALIZACION DE LEONISA: UNA EMPRESA COLOMBIANA DE ROPA INTERIOR|url=https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/183|journal=Estudios Gerenciales|language=es|issue=98|pages=25–56|issn=0123-5923}}
= LEO (Men's Line) =
Leonisa launched its first men’s underwear line under the name Airell in 1975. The brand was renamed LEO in the 1980s. LEO now includes men’s underwear and shapewear, with varying levels of compression for athletic or aesthetic purposes.{{Cite web|url=https://www.leonisa.com/en/men/|title=Leo - Men's Underwear & Shapewear - Leonisa USA {{!}} Leonisa|website=www.leonisa.com|language=en-US|access-date=2018-06-18}}
=Activewear=
Leonisa produces activewear for both women and men under its ActiveLife and Leo ActiveLife lines.{{Cite web|url=https://www.leonisa.com/en/activewear/sportswear/|title=Workout Clothes for Women {{!}} Leonisa|website=www.leonisa.com|language=en-US|access-date=2018-06-15}}{{Cite web|url=https://www.leonisa.com/en/mens-underwear/mens-sports-underwear/|title=Men's Sports Underwear {{!}} Leonisa|website=www.leonisa.com|language=en-US|access-date=2018-06-15}} Products include leggings, sports bras, and performance underwear,{{Cite web|url=https://www.leonisa.com/en/activewear/sports-underwear/|title=Women's Workout Underwear {{!}} Leonisa|website=www.leonisa.com|language=en-US|access-date=2018-06-15}}{{Cite web |title=New shapewear for women {{!}} Leonisa |url=https://curveez.com/collections/shapewear |url-status= |access-date=2023-07-21 |website=curveez.com |language=en-US}} often using shaping fabrics such as DuraFit and PowerSlim.{{Cite web|url=https://www.leonisa.com/en/activewear/active-leggings/|title=Leggings for Women & Yoga Pants {{!}} Leonisa|website=www.leonisa.com|language=en-US|access-date=2018-06-15}}