Multi-channel retailer Bravissimo has been acquired by lingerie and swimwear manufacturer Wacoal Europe, marking a new chapter for the UK-based brand. Wacoal Europe, which owns well-known brands such as Wacoal, Freya, Fantasie, Elomi, and Goddess, has been a long-term partner of Bravissimo, with Bravissimo selling Freya, Fantasie, and Elomi products for many years.
Bravissimo was founded by Sarah Tremellen in 1995, who started the business from her living room after her own struggles to find bras in larger cup sizes. Specialising in lingerie and swimwear for D cups and above, Bravissimo has built a strong reputation for empowering women to feel confident and comfortable in their bodies.
Leanne Cahill, who became CEO in 2020 when Sarah Tremellen moved into the role of Chair, has been focused on improving the company’s profitability while maintaining Bravissimo’s renowned customer experience. In 2023, Bravissimo’s underlying EBITDA more than doubled compared to the previous year, highlighting the brand’s recent success.
Despite the acquisition, Bravissimo will continue to operate as a separate company under Wacoal Europe’s ownership. Leanne Cahill will remain as CEO, and the company will continue to run from its office and warehouse in Leamington Spa. All UK shops will remain open, ensuring continuity for customers and employees alike.
Leanne Cahill expressed her excitement about the acquisition: “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, while maintaining Bravissimo’s heritage and the unique experience we offer our customers.”
Founder Sarah Tremellen reflected on her journey with the brand: “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.”
Geoff Embley, CEO of Wacoal Europe, commented on the acquisition: “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. This partnership strengthens our collective vision and creates a powerful platform to expand on our mutual mission.”
