Wacoal Europe has acquired Bravissimo, a UK-based lingerie retailer, significantly expanding its portfolio in the lingerie and swimwear market.
- The acquisition sees Bravissimo, known for its specialization in D cup and above products, integrating with a long-time collaborator.
- Bravissimo will continue its operations independently, keeping its current CEO and maintaining its store presence.
- The merger aims to leverage shared values and enhance growth opportunities while preserving the unique Bravissimo customer experience.
- Wacoal Europe’s CEO emphasizes the strategic fit and shared mission to provide well-fitting lingerie and swimwear.
Wacoal Europe’s acquisition of Bravissimo marks a significant milestone in the expansion of its portfolio within the lingerie and swimwear market. Known for its comprehensive range of brands including Freya, Fantasie, Elomi, and Goddess, Wacoal Europe has long been associated with Bravissimo, which has been retailing these brands since its inception.
Bravissimo, founded by Sarah Tremellen in 1995, has carved a niche in offering lingerie and swimwear catering specifically to D cup sizes and above. This specialization arose from Tremellen’s own challenges in finding suitable bras, leading to the creation of a retailer that addresses this gap in the UK market.
The acquisition will not alter Bravissimo’s operational autonomy. Leanne Cahill will continue as CEO, and the business will remain headquartered in Leamington Spa, retaining its 26 UK stores along with one in the US. This decision reflects a commitment to maintaining Bravissimo’s established presence and customer base.
Leanne Cahill noted the synergy between the two companies, expressing enthusiasm for optimizing growth opportunities through the partnership with Wacoal, while maintaining Bravissimo’s longstanding heritage and commitment to its clientele.
Sarah Tremellen highlighted the enduring partnership between the two companies, acknowledging their shared efforts in enhancing the availability of larger cup sizes over the past three decades. She extends her best wishes for the continued success of both teams.
Geoff Embley, CEO of Wacoal Europe, spoke of a ‘unique opportunity to join forces’ with Bravissimo, a company that aligns with Wacoal’s core values of delivering perfectly fitting lingerie. He underscored the strengthened vision and expanded platform this acquisition represents.
The sale was facilitated by BDO, an accountancy and business advisory firm, ensuring a smooth transition in this strategic acquisition.
The acquisition of Bravissimo by Wacoal Europe fortifies a strategic alliance aimed at enhancing customer experiences and market position.
