Lingerie brand Braivssimo acquired by Wacoal
Wacoal, the Japanese lingerie company, has acquired Bravissimo, a UK retailer specialising in lingerie and swimwear. The purchase was made through Wacoal's UK subsidiary, Wacoal Europe.
Transaction snapshot
Deal value: N/A
Deal multiples: N/A
Deal type: Acquisition
Investors: Wacoal (via Wacoal Europe)
Bravissimo operates 26 directly managed retail stores and has an established e-commerce business. The acquisition gives Wacoal full control of these assets.
Wacoal aims to leverage Bravissimo's direct consumer access to improve operational efficiency and enhance supply chain processes. The move will also help Wacoal strengthen its position in the growing large-cup-size market.
Sarah Tremellen founded Bravissimo in 1995. The company has built a strong reputation for large-size products, which account for over 40 per cent of its sales. Bravissimo is known for its customer-focused approach, offering in-store and virtual fittings as well as online customer support.
Geof Embley, CEO of Wacoal Europe, said the acquisition is a chance to work with a business that shares the brand's core value of delivering "perfectly fitting" lingerie and swimwear. He added that the partnership strengthens their collective vision and creates a platform to expand their mutual mission.
Wacoal and Bravissimo have a history of collaboration, with Bravissimo selling Wacoal's brands Freya, Fantasie, and Elomi. After the acquisition, Bravissimo will continue to operate independently under CEO Leanne Cahill. The company plans to use Wacoal's wholesale network to explore international expansion.
Bravissimo will keep its office and warehouse in Leamington Spa, and all 26 UK shops will stay open. The company will also continue to run its sole US flagship store.
Cahill stated that she will work closely with Wacoal to maximise growth opportunities while maintaining Bravissimo's heritage and unique customer experience.
