Bravissimo bounces back with 70% sales surge after warehouse fire and retail store triumphs

Following a significant warehouse fire in June, Bravissimo has successfully resumed fulfilling online orders across the UK. The relaunch saw an impressive immediate impact on sales, with the lingerie and swimwear brand reporting a remarkable 70% year-on-year increase in total sales on the day of its return. Lingerie sales, specifically, experienced an even more substantial boost, rising by 90% compared to the same day in the previous year.

The two-month hiatus in online operations provided Bravissimo with a unique opportunity to critically evaluate its physical retail presence. This period revealed a strong positive trend, with a notable increase in footfall across its 25 UK stores. The brand's flagship store in Oxford Circus, in particular, witnessed a 16% rise in customer traffic during this time. Bravissimo attributed this surge in engagement to "the strength of its community" and "the continued demand for its offering of industry-leading bra and swimwear fittings," underscoring the enduring value customers place on expert in-person services.

Caroline Bartlett, Bravissimo's Retail and Customer Director, expressed immense gratitude, stating, "We’ve been blown away by the support, loyalty and patience our customers have shown." She further emphasized the profound insight gained during this period: "The past few months have reminded us just how powerful our in-store experience is and the importance of brick-and-mortar retail in an increasingly digitally-focused world." This period of resilience and re-evaluation comes amidst a busy year for the brand, which saw its acquisition by Japanese international lingerie and swimwear giant Wacoal Europe. Despite the change in ownership, Bravissimo continues to operate as a standalone business. Additionally, the brand underwent an internal restructure in April, leading to the departure of CEO Leanne Cahill, as the company aligns more closely with its new parent organization.