Wacoal takes over American Lingerie brand, Lively

August 16, 2019 written by

Japanese lingerie brand Wacoal International has taken over New York based size-inclusive lingerie brand Lively for US $85 million. The acquisition was represented by MMG Advisors Inc., a specialised investment banking and advisory firm that provides services to consumer products, retail and fashion industries.

Lively was launched in 2016 by Victoria’s Secret alum, Michelle Cordeiro Grant. The brand offers intimates, bodysuits, loungewear, swimwear, and fragrances. The company has its stores in New York and Chicago and a vast community of 80,000 ambassadors built through social networking and digital media marketing methods.

According to Bob Vitale, President and Chief Executive of Wacoal America, the collaboration will no doubt result in dramatic sales growth and market share gains in America, enabling both brands to engage and win the important millennial customer and market more effectively in the evolving digital world.

Wacoal takes over American Lingerie brand Lively - 1

Lively will be able to access Wacoal’s design and manufacturing resources and its distribution channels and expand their business outside the US through Wacoal International Group network.

Wacoal’s core values have a beautiful synergy with Lively’s and both of them coming together will create a huge market share, says Grant.

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