Bravissimo
Bravissimo is a UK specialty lingerie and swimwear retailer founded in 1995, serving women with D+ cup sizes through 26 UK stores, owned e-commerce channels, and expert in-store and virtual bra fittings; it was acquired by Wacoal Holdings in September 2024 for approximately $61 million.
- Company typePrivate
- Founded1995
- HeadquartersWarwick, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Bravissimo does
Bravissimo is a UK-based specialty retailer founded in 1995 that sells bras, lingerie, swimwear, sports bras, post-surgery bras, maternity/nursing bras, and loungewear designed for women with larger bust sizes (D cup and above, with sizing spanning 28DD to 42L). The company operates a hybrid direct-to-consumer model combining 26 physical retail stores across the UK — where free expert bra fittings are provided using a proprietary 'no tape measure' methodology — with owned e-commerce storefronts serving both the UK and US markets, supplemented by virtual video fittings, click-and-collect, and a Bravellous Points loyalty programme. Product mix includes the proprietary Bravissimo brand alongside curated third-party partner brands such as Curvy Kate, Panache, Fantasie, Freya, Elomi, Gossard, Shock Absorber, Speedo, and Royce.
The company's competitive positioning rests on deep category specialization in a niche underserved by mainstream retailers, a differentiated human-mediated fitting experience, and a sustainability narrative that includes a bra recycling scheme with European partner A-TEX and a sustainable swimwear line made from ECONYL and recycled plastic. Bravissimo is a private limited company registered in England and Wales (Bravissimo Limited, company number 03315389), with operating entities in the UK and the US (Eveden Online LLC). In September 2024, Japanese underwear manufacturer Wacoal Holdings acquired Bravissimo Group for approximately $61 million as part of Wacoal's strategy to expand internationally outside its challenged domestic market. Headcount is reported at 501-1,000 employees.
Bravissimo firmographics
Firmographics- Name
- Bravissimo
- Legal name
- Bravissimo Limited
- Website
- https://bravissimo.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Bravissimo is a UK specialty lingerie and swimwear retailer founded in 1995, serving women with D+ cup sizes through 26 UK stores, owned e-commerce channels, and expert in-store and virtual bra fittings; it was acquired by Wacoal Holdings in September 2024 for approximately $61 million.
- Ownership category
- akta.pro rank
Bravissimo industry classification
Industry- Product category
- Specialty Lingerie Retail
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Bras & Bralettes (CRAAAIAA)
- akta.pro secondary industry
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
Keywords
Where Bravissimo is headquartered
LocationHeadquarters
- HQ city
- Warwick
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Bravissimo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales - Bras and Lingerie: Core revenue from selling bras, lingerie, swimwear, and sports bras directly to consumers through owned e-commerce channels and retail stores.
- Product Sales - Swimwear: Bra-sized swimwear collections including sustainable options made from recycled materials.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | UK Lingerie - Budget |
| Unit Pricing | Pay-as-you-go | UK Lingerie - Premium |
| Unit Pricing | Pay-as-you-go | US Lingerie - Standard |
| Other | Pay-as-you-go | UK Student Discount |
| Other | Pay-as-you-go | UK Blue Light Card Discount |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Bravissimo product offering
Product offeringCore offering
Bravissimo designs, sources, and retails bras, lingerie, swimwear, sports bras, and post-surgery bras specifically engineered for women with larger busts (D cup and above), sold through 26 UK retail stores, owned e-commerce sites for the UK and US, and partner-brand collections. The company complements its product offering with free in-store and virtual bra fitting services, a bra recycling scheme, and a UK loyalty programme.
Product overview
Bravissimo is a specialty lingerie and swimwear retailer founded in 1995, focused exclusively on serving women with bigger boobs (D cup and above). The company operates 26 physical stores across the UK and previously had US presence. Bravissimo offers its own branded products alongside curated partner brands including Curvy Kate, Panache, Fantasie, Freya, Elomi, Gossard, Shock Absorber, Speedo, and Royce. The product portfolio spans everyday bras, comfortable lounge bras, sports bras, post-surgery/mastectomy bras, bra-sized swimwear, and bralettes. The company provides expert fitting services (both in-store and virtual) and has sustainability initiatives including a bra recycling programme and sustainable swimwear collection made from recycled materials. Bravissimo was acquired by Japanese underwear maker Wacoal Holdings in September 2024 for approximately $61 million.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 92% of women wearing wrong bra size - Bravissimo addresses this with expert fitting services
Companies that use Bravissimo
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Bravissimo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bravissimo partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- A-TEXminorA-TEX is a European textile recycling company based in Germany that handles Bravissimo's bra recycling scheme. Donated bras and swimwear are collected from Bravissimo stores, shipped to A-TEX's facility where 700 people hand-sort items for re-wear (sent to 70+ countries) or recycling. Recycled materials are used for insulation, car seats, and cardboard. A-TEX handles approximately 350 tonnes of textiles daily across Europe.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Bravissimo competitors and assessment
Company assessmentDirect peers
- Panache: UK-based fuller-bust lingerie and sports bra brand carried by Bravissimo. Directly comparable as a specialist D+ cup brand competing for the same end customer via wholesale, DTC, and global retail.
- Gossard: UK heritage lingerie brand offering bolder and fuller-bust styles. Overlaps with Bravissimo in cup sizes D+ and competes for the same customer occasion use cases.
- ThirdLove: US-based DTC lingerie brand built on half-cup sizing and a virtual fitting app. Directly competes with Bravissimo for fuller-bust US customers online and has pioneered the virtual fitting category.
- Figleaves: UK-based online lingerie and swimwear retailer offering a broad size range including D+ cup. Directly competes with Bravissimo's e-commerce offering, especially for fuller-bust customers shopping online.
- Freya: Activewear and lingerie brand specializing in fuller busts (D+ cup). Overlaps with Bravissimo on sports bras and lingerie, and is sold both wholesale and DTC, including via Bravissimo.
- Elomi: Plus-size and fuller-bust lingerie brand (sister brand to Fantasie and Freya under the Wacoal-owned parent). Targets the same D+ cup customer with overlapping bra, swimwear, and sports bra lines.
- Curvy Kate: Specialist lingerie and swimwear brand for fuller-bust women (D+ cup) sold at Bravissimo and via its own DTC site. Closely aligned target customer, size range, and product mix.
- Fantasie: Fuller-bust lingerie brand carried by Bravissimo. Competes head-to-head in D+ cup bras, swimwear, and sports bras, with shared sizing conventions and customer profile.
Broad incumbents
- Wacoal: Japanese global lingerie manufacturer and Bravissimo's parent company (acquired September 2024). Comparable as the broader incumbent operating a much wider lingerie portfolio across multiple geographies, into which Bravissimo is being integrated.
- Marks & Spencer: UK mass-market retailer carrying a fuller-bust lingerie range. Not a specialist, but competes with Bravissimo for the same UK women's apparel wallet share, particularly in everyday and post-surgery categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Bravissimo social profiles
Digital presenceBravissimo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bravissimo leadership team
Management profileNumber of profiles
Profiles2 records
Bravissimo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bravissimo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bravissimo
What does Bravissimo do?
Bravissimo designs, sources, and retails bras, lingerie, swimwear, sports bras, and post-surgery bras specifically engineered for women with larger busts (D cup and above), sold through 26 UK retail stores, owned e-commerce sites for the UK and US, and partner-brand collections. The company complements its product offering with free in-store and virtual bra fitting services, a bra recycling scheme, and a UK loyalty programme.
Is Bravissimo a public or private company?
Bravissimo is a private company. It is classified as corporate owned and is currently operating.
When was Bravissimo founded?
Bravissimo was founded in 1995. It employs 501 to 1,000 people.
Where is Bravissimo based?
Bravissimo is headquartered in Warwick, United Kingdom, in the Europe region.
How does Bravissimo make money?
Two revenue lines are on record. Product Sales - Bras and Lingerie is the primary driver. The others are product Sales - Swimwear.
Who are Bravissimo's main competitors?
Direct peers on record are Panache, Gossard, ThirdLove, Figleaves, Freya, Elomi, Curvy Kate and Fantasie. Broad incumbents are Wacoal and Marks & Spencer.
Does Bravissimo have an API?
No public API is recorded for Bravissimo.
What industry is Bravissimo in?
Bravissimo's product category is Specialty Lingerie Retail. Its primary akta.pro industry code is CRAAAIAA, Bras & Bralettes, with a secondary code of CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands. Its NAICS code is 45811 and its SIC code is 5621.