Wacoal Europe Sells Huit

Wacoal Europe Sells Huit

“Importantly, we have taken every step we can to ensure the Huit business is protected and has a future.” – Geoff Embley, Wacoal Europe Chief Executive.

Wacoal Europe has today announced that it has sold the lingerie and swimwear brand Huit and it will no longer be a part of its group portfolio.

This difficult decision has been made in line with Wacoal Europe’s strategy to grow its European and international presence, to strengthen its substantial fuller bust business and to continue growing the Wacoal brand.

Wacoal Europe acquired the French lingerie and swimwear brand Huit out of administration in 2010 and since this time has invested heavily in trying to improve its success. Indeed the business has helped the brand to expand its distribution base, further developed its swimwear offering and helped to improve the brands performance. Despite this, a very challenging and highly saturated competitor market has meant the business has resisted any significant growth.

Huit Arpege

Above: Huit at a recent NYC press preview.

Wacoal Europe has revealed that after many offers to buy the business, an agreement with a new investor has been reached and Huit has been purchased by Trendy Capital, owner of the nightwear brand Canat. With effect from 9th July, under its new ownership the Huit business will be known as Huit France.

Wacoal Europe Chief Executive Geoff Embley said: “This has been a difficult decision but we believe this is the best decision in the long term for our customers, the employees of Huit and the Huit Brand. We are market leaders in our industry and have made every effort to grow and develop the brand. Importantly, we have taken every step we can to ensure the Huit business is protected and has a future.”

Wacoal Europe will now continue to support the Huit business for the next two seasons across all of its markets to ensure a smooth transition including the UK, Eire, USA, Canada, Australia, Denmark, Sweden, Norway, Germany and its distributors in Asia.

About Wacoal Europe
Wacoal Europe are leaders in the A-K cup, 28-48 back size intimate apparel market, offering a whole family of brands, which include Wacoal, Fantasie, Freya, Elomi, b.tempt’d, Goddess. Each of these brands has their own personality and position in the market. Wacoal Europe understands that one size does not fit all and that every woman is different in terms of her size, shape, taste and even how she feels! We offer high quality, fashion conscious lingerie and bra-sized swimwear, which is now stocked in over 5000 retailers, including national and independent stores as well as online across the globe, in more than 30 countries.