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Wacoal announces acquisition of Lively brand

Aug '19
Pic: Wacoal International
Pic: Wacoal International
Wacoal International Corporation (WIC), parent company of Wacoal America, has acquired Intimates Online, best known as the brand Lively; the digitally native and size inclusive lingerie brand founded by Victoria’s Secret alum, Michelle Cordeiro Grant. MMG Advisors, a specialised investment banking and advisory firm, represented Wacoal in the acquisition.

Wacoal is an intimates’ category leader, and dominant premier brand in US department and specialty stores, with a flagship boutique located at The Mall at Short Hills in New Jersey. Launched in 2016, Lively, a digitally native brand with retail stores in New York and Chicago, prides itself on the vast community of over 80,000 ambassadors that founder, Michelle Cordeiro Grant, built through social networking services and digital media marketing methods.

The acquisition will see the confluence of complementary core values and synergies between Wacoal and Lively, positioning both brands to compete in the evolving intimates market. Lively brings an expansive community of engaged millennial customers, which differ from the core of Wacoal's current base, enabling both brands to capture future growth through ecommerce and digital marketing methods. Lively will also gain access to Wacoal’s design and manufacturing resources and distribution channels, while both brands will benefit from aligned corporate values to expand business outside the US through the Wacoal International group network, according to WIC.

“The Lively brand has worldwide business potential that may be achieved with Wacoal corporate support globally. As one of the digitally native brands that are positively disrupting the US intimates’ business, Lively has quickly established an incredible following. Our collaboration with Lively will no doubt result in dramatic sales growth and market share gains in the Americas, enabling both brands to engage and win the important millennial customer, and market more effectively in the evolving digital world. We are very excited to welcome Lively to the Wacoal family,” Bob Vitale, president and CEO of Wacoal America said.

“We built Lively to inspire women to live life passionately, purposefully, and confidently. We invest in our community and customers to empower them to celebrate their individuality and enable them with products to look and feel their best. Wacoal's core values have a beautiful synergy with Lively’s, enabling us to come together, not just to take market share, but to also create market share. We are so proud to be joining such an incredible organisation and look forward to the positive impact we can make together for our customers and communities around the world,” Michelle Cordeiro Grant, founder and CEO of Lively said. (GK)

Fibre2Fashion News Desk – India

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