Bravissimo to launch new womenswear fascia

The retailer will open two standalone retail stores under its new Pepperberry brand this month in Edinburgh and Aberdeen. It will also open dual branded stores, the first Bravissimo/Pepperberry will open in Reading on February 14 and a further 13 Bravissimo stores will be converted to dual branded stores throughout March.

Bravissimo currently specialises in lingerie, swimwear, nightwear and clothing for women with a larger bust size but from March it will drop its current clothing offer and will launch Pepperberry in its place. Pepperberry will launch nationwide on March 21.

The spring 2011 collection will include 60 pieces including dresses, jackets, tops, trousers and skirts. Sizes will range from eight to 18 and will have three cuts, Curvy, Really Curvy and Super Curvy.

Product director Beverley Latchford-Brown said: “Pepperberry brings with it fantastic opportunities for women and women’s retailing. Producing clothes under the Bravissimo brand placed a number of limitations on the direction of collections and meant that in some instances we weren’t able to grow the range as we would have liked.

“The launch of Pepperberry means that we are able to place more emphasis on fashion and trends, whilst still focusing on solutions and a fantastic fit for women with bigger boobs. Women on the high street are, quite rightly, far more demanding of retailers these days. They expect quality, great service and a fantastic fit from their purchases, with Pepperberry we feel we can do this and continue to push boundaries on how clothing should fit all women.”