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Bravissimo Adds U.S. Website, Plans Stores

(Filed Under wholesale Lingerie News). Bravissimo, a 28-location lingerie chain in the U.K., has just launched its first web store targeted specifically at the American consumer, and has revealed a desire “to open more than one shop in the U.S.”

The company, which describes itself as “dedicated to supporting and celebrating big boobed women,” generates “the vast majority” of its sales from lingerie, but also offers swimwear and other apparel, according to Amy Reddington, a brand executive.

“Our search for the perfect initial location will begin on the East Coast, and then, after that, we hope to open shops where there is the most customer demand, as we have done in the U.K.,” Reddington emailed BODY in response to questions. “We have currently no plans to open a distribution center in the U.S., as our operations are still in the very early stages over there.”

The executive noted “There are deliberately as few differences as possible between our U.S. and U.K. websites. We have had to edit the prices, of course, and have made slight tweaks in terms of language, but we have tried to keep any differences minimal.”

Bravissimo offers a wide range of bra brands, ranging in size from D through L cups, as well as “bra-sized swimwear in D-K cup and a unique range of clothing designed to fit and flatter our customers,” according to its website announcement. In addition, “our own brand of lingerie and swimwear is available online and in our stores,” stated Reddington. “All our clothing is also our own brand, as well as our strappy tops which have integral bras in them.”

The company was launched in 1995 by Sarah Tremellen and a friend (who was bought out early on) and today claims sales in “excess of $60 million,” according to the announcement. “Over the years, the company has received hundreds of requests from its American customers to bring Bravissimo to the U.S.A. and the launch of its U.S. website is the first step in a big journey to set up a full U.S. operation with a store to follow.”

Tremellen stated, in announcing her plans for the U.S., “Finding a choice of bras, swimwear and clothes that fit properly, set in an environment that is inclusive and celebratory, can be life-changing for women [with] bigger boobs. That might sound dramatic, but we hear from women all the time who tell us that finding Bravissimo has transformed the way they feel about themselves. Our aim is to provide our customers with a wide choice of lovely lingerie, swimwear and clothing and an environment to inspire them to feel fantastic. We know that the choice of bras available in bigger cup sizes is limited in the U.S., and that there are many, many women in the U.S. who are D cup or above, so we are very excited to be bringing Bravissimo to the big boobed women of the U.S.A. Our U.S. website is only the beginning - we can’t wait to get to know our American customers better and we plan to open our first store in the U.S.A. as soon as we can.” — NM

more wholesale Lingerie News >>

Published 07-17-2017 by Nick Monjo

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