Wacoal Europe Limited, the UK arm of Japanese lingerie giant Wacoal Holdings Corp., has announced its acquisition of British lingerie and swimwear brand Bravissimo. The deal, formalised through a share purchase agreement, brings Warwickshire-based Bravissimo Group Limited into Wacoal’s portfolio.
In its press release, Wacoal highlighted plans to accelerate its European business development, with a particular focus on expanding its e-commerce presence and enhancing its offering in the large-cup-size market. The company also aims to strengthen its fitting services, positioning itself more competitively within the sector.
Wacoal stated that the partnership with Bravissimo will help boost productivity and operational efficiency, leveraging the strengths of both companies in the design, manufacture, and distribution of lingerie and swimwear.
Commenting on the acquisition, Masaaki Yajima, representative director, president, and group CEO of Wacoal Holdings Corp., said: “Wacoal Europe has predominantly focused on wholesale operations. By joining forces with Bravissimo Group, we will expand our network of directly managed stores, improving our ability to engage with online and offline customers. This will enable us to integrate e-commerce and in-store cross-selling strategies better.
“Bravissimo’s established customer base, store network, and marketing expertise will complement Wacoal Europe’s operational strengths, creating synergies that will drive long-term business growth.”
This acquisition marks a significant step for Wacoal Europe as it strengthens its foothold in the European market, particularly within the growing large-cup lingerie segment. By integrating Bravissimo’s direct-to-consumer expertise and loyal customer base with Wacoal’s established operational capabilities, the partnership is poised to deliver sustainable growth and enhanced customer experiences, both online and in-store.