Starting this month, lingerie retailer/cataloguer Bravissimo will
drop the clothing range from its catalogue to launch a new
apparel brand called Pepperberry. The new offering, which will
have a bricks-and-mortar, online and catalogue presence, will use
Bravissimo’s trademark sizing for women with larger bust sizes:
Curvy, Really Curvy and Super
Curvy.
The new brand was in development for 18 months, led by
Bravissimo’s product director Beverley Latchford-Brown. She says
that including a clothing line within Bravissimo, known for its
lingerie offering, “placed a number of limitations on the
directions of the collections and meant that in some instances we
weren’t able to grow the range as we would have liked”. The
launch of Pepperberry enables the company to put a greater
emphasis on trends and fashion, whilst still adhering to the
brand’s USP.
In total, 13 Bravissimo stores will be converted into
dual-branded shops, with the first store having opened in Reading
on 14th February. Further, there will be two standalone
Pepperberry stores, scheduled to open in Edinburgh and Aberdeen
in late February. The website’s go-live date has been set as 21st
March, with a catalogue to follow.
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