In a significant development in the lingerie industry, Wacoal Europe has acquired the UK-based retailer Bravissimo.
- Since its founding in 1995, Bravissimo has been a staple for larger cup-size lingerie, making its acquisition noteworthy.
- Bravissimo will continue its operations independently under the leadership of CEO Leanne Cahill.
- The acquisition ensures that current store locations in the UK and US remain open, preserving jobs and customer access.
- The strategic partnership aims to combine resources to enhance offerings for customers seeking perfectly fitting lingerie.
In a landmark acquisition in the lingerie sector, Wacoal Europe has successfully acquired Bravissimo, a renowned UK retailer that has specialised in larger cup-sized lingerie since its inception in 1995. This significant move is both a testament to Bravissimo’s established market reputation and Wacoal Europe’s strategic objectives in expanding their reach and resources.
Founders Sarah Tremellen and her husband Mike have seen Bravissimo grow from a modest beginning to a retailer with 27 stores, including a location in the US, catering exclusively to a demographic often underrepresented in mainstream lingerie offerings. Notably, the company has been selling brands such as Wacoal, Freya, and Fantasie long before its acquisition, indicating longstanding synergy between the two entities.
Following the acquisition, it has been confirmed that Bravissimo will maintain its operational independence, continuing to function from its base in Leamington Spa. CEO Leanne Cahill will persist in her role, ensuring that the company’s unique heritage and customer experience remain uncompromised. This model reflects a strategic decision to leverage Bravissimo’s established market presence and expertise while integrating Wacoal Europe’s expansive brand portfolio and operational acumen.
Wacoal Europe CEO Geoff Embley expressed that the collaboration symbolises a shared vision and commitment to delivering high-quality, well-fitting lingerie and swimwear. The partnership is poised to create a robust platform for innovation and growth, aiming to better serve the diverse needs of customers across international markets.
Sarah Tremellen, who transitioned to the role of chair in 2020, expressed her optimism about the future, highlighting the historical collaboration between the two companies in advocating for better options in larger cup sizes. Tremellen commended both teams for their dedication and looks forward to the continued success and prosperity of the combined efforts.
The acquisition of Bravissimo by Wacoal Europe is a strategic alignment poised to leverage strengths and promote innovation in the lingerie sector.
