Amoena
Over the last 45 years, Amoena has focused on supporting women worldwide. As the industry leader, they combine technology with supreme comfort to offer an extensive range of bras, swimwear and breast symmetry products that address the needs of every woman.
Mastectomy Bras, Lingerie, Swimwear, & Breast Forms
Its path to global leadership began with the vision and determination of one man – Cornelius Rechenberg. His passion also elevated the standards of the entire breast care industry.
First sales activities
Cornelius recognised that the silicone breast form had more potential to fulfill women’s needs after breast surgery. However, although he positioned the silicone prosthesis as a highly marketable product, he received no interest from industry leaders. Undaunted, with the help of his brothers, he invented new manufacturing methods (often using tools from his mother’s kitchen) and travelled across Germany to sell Amoena breast forms into medical shops over the next year. Amoena debuted at its first tradeshow, IGEDO, in September 1976. Without money for a professional stand, Cornelius and his brothers collected and used Bavarian furniture from local farmers. They sold all the furniture at the show, but no breast forms!
Break-through
Their big break came later that year when Basko-CAMP, an international healthcare distributor, asked for a second presentation. They placed an order for 1,000 forms and, working around the clock, Cornelius fulfilled the order. A year later, Amoena entered the U.S. market, founding a subsidiary in Atlanta, GA. By 1980, Amoena was still a small company but growth was imminent because of Cornelius’s perseverance and commitment to innovation.