Bravissimo is a dynamic multichannel retailer targeting bigger busted women. Originally established as a lingerie and swimwear specialist, the retailer subsequently branched out into a full range of clothing for curvier women.

Bravissimo was launched as a mail order operation in the mid-1990s by Sarah Tremellen, who spotted a gap in the market for a lingerie retailer that provided stylish and comfortable bras in larger cup sizes. Shops were introduced in response to customer demand, with the retailer now operating along full multichannel lines.

A personal service and good fit are at the heart of the Bravissimo USP and the retailer uses latest technology to try to make the online experience just as good for customers as visiting one of its stores. The retailer overhauled its website in 2017 to improve its experience, responsiveness and facilitate international sales through its UK and dedicated US site – and this had been driving growth.

The retailer has also been investing heavily in its supply chain to support its founding principle of having an extensive range of styles available across a very wide range of sizes. This has put serious pressure on margins from 2018, however.

Having been impacted heavily by the pandemic in FY2020, total Bravissimo sales recovered 23% in the 2021 financial year to end October, reaching £51.5m although store demand remains suppressed. 

Innovation rating: 2.5

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