Bravissimo acquired by Wacoal Europe

Wacoal Europe owns the brands Wacoal, Freya, Fantasie, Elomi and Goddess, while Bravissimo has been selling Freya, Fantasie and Elomi for many years.

Bravissimo has been owned by Sarah Tremellen and her husband Mike since she founded the business in 1995. After struggling to find larger cup-size bras, she set up the retailer which specialises in lingerie and swimwear in D cup and above.

In 2020, Leanne Cahill took over as CEO and Tremellen became chair. Following the acquisition, Bravissimo will continue to operate as a separate company and Cahill will remain as CEO. The business will continue to be run from its office and warehouse in Leamington Spa and all 26 UK shops will remain open. The business also has one shop in the US.

Cahill said: “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.”

Tremellen said: “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.”

Geoff Embley, CEO of Wacoal Europe, 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. This partnership strengthens our collective vision, creating a powerful platform to expand on our mutual mission.”