Since 1946, the Maryan Beachwear Group has stood for outstanding swimwear - a combination of innovation, craftsmanship and custom-fit design. Founded as a corsetry manufacturer, the company has developed over the decades into a leading specialist for premium swimwear.
In the aftermath of World War II, Paul Döbele recognized the potential of elastic fabrics and founded a company with his wife Pia to produce high-quality shapewear. With the invention of the “Charmant Corselet,” the brand revolutionized the industry – creating the first strapless yet comfortable support for women with feminine curves. The product was patented in 26 countries and established the company as a pioneer in innovation.
In the 1960s, the women’s liberation movement triggered a societal shift – traditional lingerie lost relevance. Pia Döbele was quick to respond and developed the “Bade-Corselet,” a hybrid of corset and swimsuit. It wasn’t just a new product – it was a new category, opening the door for lingerie retailers to include swimwear in their assortments. In the 1970s, her daughter Maryan Mehlhorn joined the company, took over leadership, and firmly repositioned the brand around swimwear as the new core competency.
During the 1990s, the Maryan Beachwear Group grew to become one of Europe’s leading swimwear specialists. With the addition of the brands Maryan Mehlhorn, Watercult, Lidea, and Charmline, the portfolio was broadened – from luxurious high-fashion designs to youthful styles and innovative shapewear. To meet rising global demand, production capacities were expanded in Germany, the Czech Republic, and China. At the same time, brand communication took on new boldness: international campaigns, dream beach photo shoots, and collaborations with artists made the brands visible around the globe.
The arrival of Maya Mehlhorn in 2007 marked the start of a new era. She led the company into the digital age, launching a B2B online shop, optimizing processes through electronic data interchange, and promoting sustainable concepts. She revolutionized Watercult with a unique Mix & Match system and introduced “Never Out of Stock” collections. At the same time, the company invested in modern logistics centres and production structures to remain agile in the face of market changes.
