WCF Ltd, a leading UK-based mail-order clothing firm, has recently acquired Bella di Notte, a company renowned for its Italian lingerie and fashion tailored to mature women. This strategic acquisition is part of WCF’s ongoing expansion efforts, aiming to enhance its presence in the mail-order clothing sector.
Bella di Notte, situated in North Yorkshire, will maintain its operational independence, a decision aligning with WCF’s strategy of allowing its brands to function autonomously. This approach is evident in WCF’s management of other national brands, such as Country Collection, James Meade, and The Classic Boutique.
Jo Ritzema, the Managing Director of WCF, emphasized the synergies between the two companies. “Bella di Notte’s focus on product excellence and superior customer service meant it was an ideal fit to complement our existing home shopping clothing brands, with all brands sharing a similar customer demographic,” she stated. Ritzema also highlighted the shared ethos of both companies in driving innovation and productivity through team investment and support.
WCF’s home shopping division, part of its larger business family operating in retail, leisure, and logistics across the UK, is expanding its footprint. The firm, partially owned by its employees, boasts nearly 400 staff members working in over 30 locations. Its home shopping mail-order business is headquartered in Brampton, Cumbria.
Bella di Notte, founded in 1998 by Susan Johnson, employs close to 40 people and operates from a 5,000 sq ft facility in Malton, housing both its mail-order business and a retail store. Post-acquisition, Susan and her husband Chris Johnson will continue in a consultancy role, aiding in the transition of their responsibilities to the existing team.
Susan Johnson reflected on the sale as a strategic decision, aimed at ensuring the continuity of Bella di Notte’s positive sales growth. “Being part of a larger company will provide access to additional expertise, resource capacity and financial investment, while protecting the team’s job security,” she explained. Susan also expressed her anticipation for Bella di Notte’s future growth under WCF’s stewardship.
Concluding, Jo Ritzema revealed plans for Bella di Notte’s future under WCF’s guidance. “We plan to build on the success of Bella di Notte by continuing to deliver the fantastic range of clothing and lingerie which have made it so popular with existing customers, implementing new marketing strategies to find more customers, while also working towards enhancing the range with designs which appeal to an ever younger-minded customer,” she stated. This vision indicates WCF’s commitment to not only maintaining but also broadening Bella di Notte’s customer base and product appeal.
