×
30 352
Fashion Jobs
L'OREAL GROUP
Senior Manager, Digital Solutions & SEO Lead, Cerave us
Permanent · New York
L'OREAL GROUP
Senior Manager/Director, Omni-Shopper Marketing - Garnier Skincare
Permanent · New York
ULTA BEAUTY, INC.
Retail Operations Manager
Permanent · Great Falls
ULTA BEAUTY, INC.
Retail Operations Manager
Permanent · Memphis
VICTORIA'S SECRET
Asset Protection Investigator (Kansas City, Kansas - Legends Outlets & Summit Fair Mall)
Permanent · Topeka
ROSS STORES
Human Resources Manager
Permanent · Chicago
H&M
West Coast Sales HR Manager
Permanent · Los Angeles
H&M
Gift Card Experience Product Manager
Permanent · New York
ESTÉE LAUDER
Manager, Global Product Marketing
Permanent · New York
ESTÉE LAUDER COMPANIES
Keyholder - The Cosmetics Company Store - 20Hrs - Premium Outlets - Charlotte,nc
Permanent · Charlotte
JO MALONE LONDON
Retail Beauty Sales Manager - jo Malone London - 35 Hrs - Downtown - Seattle, wa
Permanent · Seattle
ESTÉE LAUDER COMPANIES
Keyholder - The Cosmetics Company Store - 20 Hrs - Tanger Outlet Center - Washington,PA
Permanent · Washington
ARAMIS AND DESIGNER FRAGRANCES
Retail Selling Specialist - Aramis And Designer Fragrances - 16 Hrs - Boston, ma
Permanent · Boston
UNIQLO
Loss Prevention Associate- Washington, D.C
Permanent · Washington
UNIQLO
Loss Prevention Supervisor- Philadelphia
Permanent · Philadelphia
CLARKS
Inventory Control Specialist
Permanent · Hanover
CLARKS
Senior Brand Marketing Manager
Permanent · Waltham
CLARKS
Digital Marketing Manager
Permanent · Waltham
CLARKS
Director of Channel Sales
Permanent · Waltham
COTY
Manager, Merchandising And Promotions
Permanent · Miami
COTY
sr. Analyst, Treasury
Permanent · New York
COTY
Ulta, National Accounts Manager
Permanent · Chicago
Published
Jul 31, 2019
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Wacoal to acquire American lingerie brand Lively

Published
Jul 31, 2019

Japanese underwear manufacturer Wacoal Holdings Corp has entered into an agreement to acquire U.S. lingerie company Intimates Online, Inc., which operates the Lively brand, for $85 million (approximately 9.2 billion yen) as it looks to boost its growth in the region.
 

Wacoal is hoping to get in touch with a younger market through its acquisition of the Lively brand - Instagram: @wearlively


In line with the plans presented by Wacoal last month, the purchase of all issued and outstanding shares of Intimates Online is part of a wider drive to accelerate the company’s overseas expansion.

The Kyoto-based group expects to experience particularly high growth in the U.S. and sees Lively as a particularly strategic acquisition in the market, as a digitally native vertical brand in step with changing industry trends.

In particular, Wacoal has highlighted the company’s use of e-commerce as its main distribution channel, its strong social media presence and its brand ambassador program, as well as its philosophy of “support[ing] independent women and their activities through business activities,” as elements that have helped it to gain traction with “millennials against the background of diversifying preferences among consumers.”
 
And it’s with precisely this millennial market that Wacoal – whose current core customer is generally older – is keen to build bridges as it shoots for accelerated growth stateside. The company is also hoping to take advantage of Lively’s experience in e-commerce and digital marketing.
 
In return, the American brand will benefit from being able to use its new parent company’s design and manufacturing capabilities, as well as its business infrastructure, with Wacoal hinting that the Lively label could expand its business internationally in the future.
 
Intimates Online was founded by Michelle Cordeiro Grant in 2015 and currently runs stores in New York and Chicago, as well as its e-commerce platform. In fiscal 2018 the company’s sales almost doubled to $11.49 million, while its net loss totaled $3,682,000.

Copyright © 2021 FashionNetwork.com All rights reserved.