Wacoal Eveden, a subsidiary of the Japan-headquarted Wacoal Holdings corp, will be renamed Wacoal Europe Limited as part of a major restructure plan.
From January 2015, Wacoal will create a second pillar for development across the Western Hemisphere, alongside Wacoal America, integrating the management of the existing businesses of Wacoal UK Limited and Wacoal France S.A.
“The founder of the whole business, Koichi Tsukamotos, saw France and Europe as the home of lingerie and therefore had a long-term passion for starting a business here,” Wacoal Europe CEO Tracy Lewis told Lingerie Insight on the sidelines of the company’s ‘Grand Reveal’ event in Paris last night, ahead of Mode City.
“Obviously the business has tried to do that and has done that moderately successfully here, but I think what we have been able to do is bring a bigger infrastructure to the business and also work closely with our colleagues as Wacoal America.”
Referring to Freya, Elomi, Fantasie, b.tempt’d, Goddess and Huit, Lewis said: "We already have a market-leading portfolio of brands and we at Wacoal Europe are now proud to have added to our portfolio, with the creation and development of Wacoal branded lingerie."
As part of the restructure, Wacoal Europe has created new collection that meets the needs of the modern, western woman. This will be sold in North America and Europe, together with the Wacoal America range.
“We’ve translated the Wacoal philosophy of enhancing the beauty of women into a uniquely-styled collection, which lends itself beautifully to the existing market-leading Wacoal brand created in America, to give an extensive and unique range, which offers our retail partners and consumers the most exciting development in the lingerie industry for many years.”
For the SS15, Wacoal Europe has blended Eastern and Western influences to create a lingerie collection that combines a bold colour palette of tropical green, yellow and rose pink, with Japanese florals printed on light pink and ivory satin. Designs also feature French Leaver’s lace and delicate embroidery.
Cup sizes range from an A to a H cup and prices start from €55.
“It has an East-meets-West feel without being over the top – without looking like it’s just the East infiltrating the West. It’s a fusion of the two and it’s bringing the best from both,” Lewis explained.