Bravissimo plans US East Coast debut in 2018, more London stores

Bravissimo has already flagged its intention to open physical stores in the US following its online debut there, but now we know when. The company said late last week that it would open a US store “as soon as we can” in 2018.

Bravissimo

The lingerie and swimwear firm that specialises in larger cup sizes also said that it’s currently looking for a suitable site and that the first store is most likely to be on the East Coast.

But the company also continues to expand in the UK and said It has plans for more London and South East locations in particular, in addition to its current 28-store estate.

Bravissimo launched its US web store in May but it has continued to expand steadily in its domestic market and while this has helped drive sales upwards, it has also dented profits.

The company saw sales rising 2% to £50.2 million in the year to October 31, but profits fell to £2.2 million from £3.3 million a year earlier as it invested heavily in those new stores.

The company launched 22 years ago as a mail-order firm with founder Sarah Tremellen having been unable to find bra sizes above a D cup during and after her pregnancy.

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