Bravissimo has been snapped up by lingerie and swimwear manufacturer Wacoal Europe

Wacoal Europe, which owns brands including Wacoal, Freya, Fantasie, Elomi and Goddess, has been a long-term partner of Bravissimo for several years.

The partnership between the two has seen Bravissimo selling Freya, Fantasie and Elomi over the years.

Founded by Sarah Tremellen and her husband in 1995, Bravissimo has since dominated the market for lingerie and swimwear in a D cup and above with a mission to help customers “feel amazing”.

Since Bravissimo chief executive Leanne Cahill took over in 2020 and Sarah Tremellen stepped into the role of chair, the business has been laser-focused on boosting profitability and the customer experience.

For the 2023 financial year, EBITDA at Bravissimo more than doubled year on year.

Under its new ownership, Cahill will remain in her role and the business will continue to operate as a separate company.

It has been confirmed that all UK stores will remain open and the lingerie specialist’s head office and warehouse will remain in Royal Leamington Spa, Warwickshire.

Cahill said: “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.”

Tremellen 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.”

Wacoal Europe chief executive Geoff Embley added: “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.”