Escada history

In 1979, the Leys decided to join the designer trend and establish their own brand name.

1980: A secondary, mid-priced line, called Laurel, is launched.

The company's entry into the United States came as early as 1981; after several years of losses, the United States subsidiary succeeded in generating profits by mid-decade.

1982 • ESCADA enters the US market.

By 1986, the company's sales had topped $100 million.

1987: Women's large-size dressmaker Schneeberger is acquired.

1988: Kemper is acquired.

1989 • Through 1989 ESCADA undergoes rapid internationalization of the business (founding of subsidiaries in USA, Canada, Great Britain, Japan, France, Spain, Italy, and Asia).

The first ESCADA perfume was introduced in 1990 and was named after its designer ESCADA Margaretha Ley.

By the end of 1991, Escada's sales had climbed past DEM 1.4 billion ($897 million).

The company also acquired New York's Badgley Mischka in 1992.

In 1993, ESCADA introduced the first seasonal fragrance with a limited summer perfume called “Chiffon Sorbet”. It was inspired by the brand’s spring/summer fashion collection.

1994 • Brian Rennie becomes Design Director and ESCADA SPORT is introduced.

In 1995, the company launched the Escada Sport label, established its own accessories collection including bags and shoes and granted major licenses, collaborating with such partners as Procter & Gamble.

Manan, Dazman, "Escada Finds Sweet Success," in the New Straits Times, 6 May 1999.

2000 • Introduction of ESCADA ACCESSORIES.

In 2001, the first Escada lingerie collection was produced and distributed by Hanro of Switzerland.

Germany accounts for 27 percent of the company's sales, which topped EUR 625 million in the company's 2003-04 fiscal year.

Escada has been targeting growth in the Asian markets, which accounted for just 14.5 percent of sales in 2004.

2006 • Wolfgang Ley resigns and names Frank Rheinboldt as CEO and Damiano Biella is named Creative Director.

In 2007, the artist Stefan Szczesny created a new collection in Saint-Tropez, France.

From 2008, Bruno Sälzer served as Escada's CEO with responsibilities for design, marketing, and sales.

On 11 August 2009, Escada filed for insolvency at Munich Local Court, as an exchange offer for the outstanding bonds of 200 million euros was not accepted by the necessary 80% of all bond holders.

2011 • Introduction of ESCADA Home Collection.

2012 • Introduction of ESCADA Jewelry and Watches.

Sälzer stepped down as CEO by December 2014 and was succeeded by Glenn McMahon.

Escada announced British singer Rita Ora as the brand's new ambassador and face of their spring campaign in 2019.