Wacoal Europe buys UK’s Bravissimo, CEO stays, stores to remain open

Lingerie retailer Bravissimo has been acquired by international lingerie and swimwear giant Wacoal Europe.  It comes on the back of an existing relationship between the two with Wacoal owning Freya, Fantasie and Elomi, which Bravissimo has sold for many years.

The purchase price wasn’t disclosed but CEO of Wacoal Europe, Geoff Embley, said: “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.” 

Bravissimo was founded by Sarah Tremellen and her husband in 1995 following her frustrating attempts to find larger-cup-sized bras. It now sells lingerie (and swimwear too) in D cup and above.   

Tremellen moved from running the business to the role of chair in 2020 when Leanne Cahill took over as CEO. The chief executive has since then focused on improving profitability and maintaining the strong customer experience, with her efforts clearly paying off as 2023 results showed underlying EBITDA more than doubled year on year.  

Cahill will remain at the helm with Wacoal Europe keeping Bravissimo as a separate company, as well as leaving the HQ and warehouse in Leamington Spa and continuing to operate all its UK shops. 

She said she’ll 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”.

The company didn’t actually say Tremellen is stepping back but her comments make this the most likely scenario. She said: “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.”