50s and 60s
50s | These were the boom years for NATURANA. After the war years, in which uniforms and warm overalls were made for soldiers, production dramatically rose.
1948, the year of the German monetary reform, marked the beginning of economic recovery. Naturana expands and creates 48 production sites from the Danube River to the Black Forest.
From the mid 50s onwards, the troubles and difficulties of the post-war years were finally forgotten.
In 1950, Gerhard Doelker took control of the company. At that time, the best selling rigid cotton bra with circular stitches was doing incredibly well. NATURANA produced it in a shiny satin, with over stitched cups and a girdle to match. This bra becomes almost a symbol of the 50s. It was later modernised by Jean-Paul Gaultier and experienced somewhat of a nostalgic comeback in the 80s.
60s | Two highlights shaped this and the following decade: First, the introduction and production of elastane into materials used in corsetry and the use of elasticated ribbons for the straps and sides. A revolution almost in itself, these materials produced a dramatic change in how underwear was looked at and worn. These materials were more elastic, flexible, and dynamic. NATURANA changed and altered these new materials and enabled millions of women to take advantage of it. It was at this time when the first bra with Lycra, a new fibre from DuPont, made its introduction.
The second characteristic of the sixties was the internationalisation of the company. In Germany, production costs became too high. NATURANA produced and sold its products in England, France, Austria, Italy, the Netherlands, Spain and Portugal. Further markets opened up; however, a diversified production base was the only way to maintain a good price quality ratio. For price remained the focal point of the company’s policy, which now was headed by the founder’s grandson, Gerhard Döelker.
