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Wacoal International Corporation Acquires Lively
28 August 2019
At the end of July, Wacoal International Corporation, the parent company of Wacoal America., announced its acquisition of digital native brand Lively.
The acquisition will see the confluence of complementary core values and synergies between Wacoal and Lively, positioning both brands to compete in the evolving intimates market. Lively brings an expansive community of engaged millennial customers, which differ from the core of Wacoal’s current base, enabling both brands to capture future growth through e-commerce and digital marketing methods. Lively will also gain access to Wacoal’s design and manufacturing resources and distribution channels, while both brands will benefit from aligned corporate values to expand business outside the United States through the Wacoal International group network.
“The Lively brand has worldwide business potential that may be achieved with Wacoal corporate support globally,” said Bob Vitale, President and CEO of Wacoal America. “As one of the digitally native brands that are positively disrupting the US intimates’ business, Lively has quickly established an incredible following. Our collaboration with Lively will no doubt result in dramatic sales growth and market share gains in the Americas, enabling both brands to engage and win the important millennial customer, and market more effectively in the evolving digital world. We are very excited to welcome Lively to the Wacoal family.”
Michelle Cordeiro Grant, Founder and CEO of Lively, who will remain in her role beyond the acquisition, commented, "“We built Lively to inspire women to live life passionately, purposefully, and confidently. We invest in our community and customers to empower them to celebrate their individuality and enable them with products to look and feel their best. Wacoal's core values have a beautiful synergy with Lively’s, enabling us to come together, not just to take market share, but to also create market share. We are so proud to be joining such an incredible organization and look forward to the positive impact we can make together for our customers and communities around the world.”
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