ANITA at 140: A Legacy of Fit, Fortitude, and Women First

By ELLEN LEWIS

There are very few companies in intimate apparel that can claim 140 years of continuous evolution without losing their soul. ANITA is one of them.

I was reminded of this several years ago at Curve NY, where a conversation with Georg Weber-Unger, current steward of the global, FAMILY OWNED brand, sparked a deeper reflection on what makes Anita not just enduring, but essential. This is not simply a brand anniversary. It is a story of resilience, female leadership, and an unwavering commitment to women’s wellbeing that has guided the company since 1886.

Founded in Dresden by Ernst Max Helbig, Anita began by producing elastic supports, corsetry, and some of the earliest bras, quickly earning placement in the finest lingerie shops. From the outset, women played a defining role. In the 1920s and 30s, Martha Helbig, Ernst’s wife, effectively led the company, shaping its direction and selecting the name Anita, an early signal that this business would be guided by women, for women.

The company’s trajectory was dramatically altered by World War II, when its Dresden facilities were destroyed. What followed was one of the most pivotal chapters in Anita’s history. In 1949, Christine Weber-Unger, granddaughter of the founder, rebuilt the business in Brannenburg, Bavaria, using salvaged machines and sheer determination. Operating out of an old castle brewery, she laid the foundation for Anita as we know it today.

Christine Weber-Unger understood something the industry would take decades to fully embrace: women’s lives are not static, and their lingerie shouldn’t be either. Beginning in the 1960s, she pioneered maternity and nursing lingerie and swimwear, responding to needs that had been largely ignored. When an employee was diagnosed with breast cancer, Christine once again led with empathy, developing early fabric breast forms and integrated bras, followed by silicone prostheses in the 1970s. These innovations were not driven by trend forecasts, but by lived experience,  a distinction that still sets Anita apart.

Over the decades, Anita expanded thoughtfully. Swimwear entered the mix. ROSA FAIA launched in the 1980s, reinforcing the brand’s mastery of fit for fuller busts without sacrificing aesthetics. Anita Active would later become a powerhouse, particularly in North America, where retailers consistently rank Anita as their top sports’ bra brand.

When Georg Weber-Unger took over leadership in 1990, he expanded Anita’s global footprint while maintaining its family-owned ethos. Today, he leads the company alongside his sons, Johannes and Georg Weber-Unger Junior, representing the fifth generation. The Anita Group now distributes to more than 60 countries, operates six production facilities across Europe and Southeast Asia, and employs approximately 1,600 people worldwide. Yet despite its scale, ANITA remains resolutely hands-on and deeply human.

Scale has not diluted intent. Product development remains centralized in Brannenburg, where every style is rigorously tested through live fittings and material evaluation. Breast forms are still handcrafted in East Tyrol. Fit, comfort, and quality are not slogans here. They are systems.

As someone who wears a G/H cup, I don’t approach Anita as an observer alone. I’ve experienced the product. From sports bras (my go to for riding), swimwear (my support at the pool), everyday underlayers (Essentials), Anita delivers what so many brands promise and fail to execute: performance without compromise, comfort without apology and design that reverberates. A huge range of sizes make the point (AA-J, 30-52)

At 140 years, Anita’s achievement is not simply survival. It is leadership, by women, by family, and by example. In an industry defined by change, Anita proves that when values are clear and excellence is non-negotiable, longevity follows naturally. That is a legacy worth celebrating.

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