UK lingerie retailer Bravissimo has been acquired by Wacoal Europe, the owner of Freya, Fantasie and Elomi – all of which Bravissimo has stocked for some time.
Bravissimo operates 26 UK stores as well as one in the USA. It was founded by Sarah Tremellen in 1995 and was still owned by her and her husband until striking a deal with Wacoal.
Bravissimo specialises in lingerie and swimwear in D cup and above and is “dedicated to inspiring its customers to feel amazing”.
Leanne Cahill who became CEO in 2020 will remain with the business under its new ownership.
Cahill said: “I am excited to be leading Bravissimo as it becomes part of the Wacoal group. I will be working closely with the team at Wacoal to maximise the growth opportunities that our partnership will bring whilst maintaining Bravissimo’s heritage and the unique experience we offer our customers.”
Bravissimo will continue to operate as a separate company and the business will continue to operate from its office and warehouse in Leamington Spa with all UK shops remaining.
Sarah Tremellen commented: “I have loved creating and growing Bravissimo. It has been an absolute privilege bringing a range of bigger cup-size lingerie and swimwear to so many wonderful women.
“Bravissimo has sold Wacoal’s brands since the very first day the business started in my living room and both companies have been instrumental in improving the range of bigger cup sizes in the UK over the last 30 years. I wish the teams at Wacoal and Bravissimo every success for the future.”
CEO of Wacoal Europe, Geoff Embley, added: “We have been presented with a unique opportunity to join forces with a business that shares our core values and unwavering commitment to delivering perfectly fitting lingerie and swimwear.
“Since the early 1990s, our businesses have evolved side by side, driven by a shared passion for quality and customer satisfaction. This partnership strengthens our collective vision, creating a powerful platform to expand on our mutual mission.”
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