Primadonna opens House of Feelgood in Knokke.

This summer, Primadonna opens House of Feelgood at Zeedijk 760 in Knokke, welcoming visitors from June through October 2026.

Welcome to Primadonna at House of Feelgood.

A place where everything revolves around women.

For over 160 years, Primadonna has been listening to women. You can see this reflected in every corner of this space: from archive pieces and iconic designs to clever innovations and a clear mission. Primadonna understands what women need. And you'll feel it the moment you step inside.

A mini exhibition. Exclusively in Knokke.

This summer, Primadonna is presenting a unique mini exhibition at House of Feelgood, featuring the work of photographer Marie Wynants and muse Vivian Hoorn. Three perspectives on female strength, a shared belief: when you feel good, you’re unstoppable.

There’s always something happening.

From the opening weekend right through to October, House of Feelgood moves to the rhythm of summer. A dynamic programme of house guests, events and brand-specific activations ensures new encounters, surprising collaborations and inspiring moments. So there’s always a new reason to pop in.

Follow Primadonna on social media to be the first to know what’s happening this summer.

Starting July 8, House of Feelgood will also be welcoming Aura Coffee from Ghent to the lobby. The perfect spot to pick up an iced matcha before, during or after shopping.

House of Feelgood
​Zeedijk 760, 8300 Knokke-Heist, België
​Open daily from June through October 2026 ​
​Monday to Sunday: 10:00 AM tot 6:00 PM
​

Sarah Sanders

PR & Influencer Specialist, Van de Velde

About Primadonna

Size-inclusive since 1865. Primadonna offers the perfect fit for every woman in 93 sizes—without compromise. A lifelong partner for every stage of life and every body.

About House of Feelgood

House of Feelgood brings three brands together in an inspiring destination on Knokke’s Seafront. Feelgood is the house rule. From the moment you step inside, Marie Jo, Sarda and Primadonna make you a promise: here, you’ll feel good.

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About Primadonna

For more than 150 years, PrimaDonna has been empowering women and making them shine in stylish lingerie that fits like a dream. Each season, we translate the latest trends into comfortable, supportive, and wearable designs in cup sizes B to M. Stylish, sexy, and supportive lingerie that fits like a glove: Thanks to PrimaDonna, women with a larger cup size no longer have to choose between comfort and style. They can have it all, in their cup size.

The statement styles of PrimaDonna Twist, PrimaDonna’s rebellious little sister, reflect the latest fashion trends. The collection features comfy padded bras with cool prints, T-shirt bras with a funky twist, and feminine bralettes with a plunging neckline – all with the same unrivalled PrimaDonna support for larger cup sizes.

The stylish swimwear by PrimaDonna Swim is all you need for a perfect day at the beach or pool. We translated the season’s hottest swimwear trends into bikinis, swimsuits, and accessories that flatter all figures and offer comfortable support for larger cup sizes. Confidence at the beach, guaranteed!

PrimaDonna Sport is the workout must-have for women with a larger cup size! The patented fit and incredible support of our ultra-functional sports lingerie (available up to a G cup) ensures that women with a larger cup size can work out in comfort and style!

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