(Filed Under wholesale Lingerie News). Bravissimo, the UK intimates retailer, has decided on the location of its first U.S. store: 433 West Broadway in Manhattan’s SoHo district. BODY reported in January (https://indd.adobe.com/view/e277b3ed-3486-426d-9cc5-c544332f1b5b) that the larger cup specialist was planning to open here in 2019.
The SoHo location comprises 4,475 square feet, 2,200 on the ground floor and 2,275 in the basement.
Bravissimo launched a U.S. oriented web store in mid-2017 and said then that it wanted “to open more than one shop in the U.S.” Currently it has 29 locations in the U.K.
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. She noted in 2017 that “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.”
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. 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 in 2017 claimed 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.”
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.” — NM Photo: Victoria Kocian
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