Japan underwear maker Wacoal buys U.K. bra brand Bravissimo

$61m deal gives access to directly run stores in growing market

20240926N Bravissimo

A Bravissimo shop in the U.K. (Bravissimo)

KOSUKE TSUNODA, Nikkei staff writer

KYOTO, Japan -- Women's underwear maker Wacoal Holdings will acquire British peer Bravissimo Group for 45.7 million pounds ($61.3 million), the Japanese company said Thursday, aiming to grow its overseas business amid weak earnings at home.

Bravissimo specializes in large-cup-size bras, operates 25 directly managed stores in the U.K. and counts e-commerce as a strength. Wacoal said it will purchase all shares in Bravissimo through a U.K. subsidiary.

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