Japanese lingerie giant Wacoal has acquired UK-based Bravissimo, a UK-based retailer specialising in lingerie and swimwear for larger cup sizes, for an undisclosed amount.

The deal – facilitated through Wacoal’s UK subsidiary Wacoal Europe – gives the company full control of Bravissimo’s 26 directly managed retail stores and established e-commerce business.

With the acquisition, Wacoal aims to use Bravissimo’s direct consumer access, improve operational efficiency through faster sales analysis, and enhance supply chain processes. It will also help Wacoal establish a dominant position in the growing large-cup-size market.

Founded in 1995 by Sarah Tremellen, Bravissimo has built a reputation for large-size products, which make up more than 40 per cent of its sales. The company is known for its customer-focused approach, offering in-store and virtual fittings and customer support online.

Geof Embley, CEO of Wacoal Europe, commented on the acquisition, stating that it is an opportunity to work with a business that shares the brand’s core value of delivering “perfectly fitting” lingerie and swimwear.

“This partnership strengthens our collective vision, creating a powerful platform to expand on our mutual mission,” he added.

Wacoal and Bravissimo have collaborated for years, with the latter selling Wacoal’s brands Freya, Fantasie, and Elomi. Post-acquisition, Bravissimo will continue operating independently under CEO Leanne Cahill, using Wacoal’s wholesale network to explore international expansion.

The business will continue to be run from its office and warehouse in Leamington Spa, and all 26 UK shops will remain open. It will also continue running its sole flagship in the US.

“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,” said Cahill.