Monday, 31 January 2011

Bravissimo launches new own-brand label

Specialist plus-size lingerie retailer Bravissimo has announced the launch of new own-brand Pepperberry, which will be available from March 2011. The company that currently specialises in lingerie, swimwear, nightwear and clothing for women with a large bust size will drop its current clothing offering from March and will be launching Pepperberry in its place. Pepperberry is operating under Bravissimo Ltd, but will be a separate brand for the company.

The Pepperberry collection will launch with 60 styles comprising of dresses, jackets, tops, trousers and skirts and will also include a selection of bags, belts, scarves and jewellery to complement the range. The seasonal collections will be in line with the majority of other high street retailers and will have phased launches to ensure regular drops of new styles throughout the year. The Pepperberry collection will use the same trademark sizing as Bravissimo clothing - standard high street sizes 8-18 each manufactured with three cuts, Curvy, Really Curvy and Super Curvy dependant on the size of the customers bust.

The company also plans to utilise 12 of its existing Bravissimo retail outlets for the launch of Pepperberry by converting them into Pepperberry/Bravissimo dual branded stores, and will be opening a new dual store in Reading next month. Pepperberry will be launching nationwide on 21 March via online, mail order and retail channels. Two stand alone retail stores will be opening in February in both Edinburgh and Aberdeen with the first dual branded Bravissimo/Pepperberry store opening in Reading on 14 February, a further 13 Bravissimo stores will be converted to dual branded stores throughout March.