Change

Change is a Danish lingerie brand and store chain, trading as Change Lingerie and owned by the company Change of Scandinavia, that sells its own bras, briefs, swimwear, nightwear and loungewear across Scandinavia, Central Europe and Canada. Its founding year could not be confirmed from a public source. What is documented is a brand large enough to front a Britney Spears underwear line, to sponsor model-competition shoots in two countries, and in 2025 to agree to buy the whole of Austria's Palmers chain.

A Danish own-brand chain

Change sells lingerie under its own name through its own stores and web shops, the same own-brand model used by chains such as Hunkemöller. The Danish home page sums up the range in five words, "BH'er, Trusser, Badetøj, Nattøj & Lounge", which translate as bras, briefs, swimwear, nightwear and lounge.

The product catalog behind those headings is broad. Its Danish product listings include balconette and push-up bras, full-support styles, hipsters, g-strings and tai briefs, shapewear, hosiery and socks. That breadth is typical of a mid-market chain that wants to be the only lingerie stop a customer needs.

Country by country

The clearest picture of Change's reach comes from its own website structure. The site runs separate storefronts for Denmark, Sweden, Norway, Finland, Germany, Poland, the Czech Republic and Spain, a general euro store, and English and French sites for Canada. A Canadian presence is unusual for a Nordic lingerie chain and sets Change apart from most of its regional rivals.

The Nordic markets are the core. In Finland and Denmark the brand has appeared in the national versions of the Top Model television format: Danish Wikipedia's record of the fourth season of Danmarks Næste Topmodel lists a photo shoot for "Change Lingerie AW18", and the fifth season of the Finnish show, Suomen huippumalli haussa, included a Change lingerie shoot as a challenge.

The Britney Spears line

The most famous moment in Change's public history came in August 2014, when Britney Spears announced on Twitter that she would release an intimate apparel line called The Intimate Britney Spears. English Wikipedia describes it as an undergarment brand made with the Danish company Change Lingerie, sold online and in Change Lingerie stores.

For a regional chain, partnering with one of the best-known pop stars in the world was a bold bet. It also fit a pattern visible across lingerie in the 2010s, when celebrity names were attached to intimates collections to reach new customers quickly. The arrangement put a Danish chain's product in front of an international audience that had never heard of it.

Buying Palmers

The biggest step came in 2025. Palmers Textil AG, the Austrian lingerie company founded in 1915, filed in February 2025 for restructuring proceedings under its own management, 110 years after its founding. At the end of June 2025 it was announced that the Danish Change of Scandinavia would take over 100 percent of the shares.

The deal changed the scale of the group. German Wikipedia counts about 240 Palmers locations, 181 of them in Austria and 25 in Germany. Palmers brought a century-old name and a dense network of shops in Austria and Germany.

The integration is already visible online. The robots file on change.com, which tells search engines what to index, now lists the sitemap of palmers.at alongside Change's own country sites, a sign that the two brands share a web platform.

Change at a glance
Company	Change of Scandinavia
Country	Denmark
Product	Own-brand bras, briefs, swimwear, nightwear, loungewear, shapewear, hosiery
Markets online	Nordic countries, Germany, Poland, Czech Republic, Spain, Canada
Notable collaboration	The Intimate Britney Spears, announced 2014
2025 acquisition	Palmers Textil AG, Austria

The open question is what the owner does with two brands. On the evidence so far, Change has kept the Palmers name and its own domain, while running both web shops from the same technical platform.

Last updated October 7, 2026