Wacoal Eveden becomes Wacoal Europe

The lingerie and swimwear brand formerly known as Wacoal Eveden has officially introduced its new company name, Wacoal Europe.

As Lingerie Insight has previously reported, the manufacturer, which incorporates small, fuller bust and fuller figure brands, first revealed its decision to become Wacoal Europe in July 2014.

Wacoal Europe Limited will be the renamed group subsidiary of Wacoal Holdings Corp, responsible for the European and Australasian overseas business segment for the Wacoal and b.tempt’d brands and for the global business of Fantasie, Freya, Elomi, Goddess and Huit.

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Through this new structure, the business believes it will enhance its group brand value in the European region and will create a second pillar for development across the Western Hemisphere, alongside Wacoal America.

Eveden has now reorganised and integrated the existing operations of Wacoal (UK) and Wacoal France S.A into Wacoal Eveden.

Coinciding with the launch of its name change, January also sees the launch of Wacoal’s first collections designed in Europe which will add to the market leading Wacoal America range.

Wacoal Europe CEO Tracy Lewis said: “This is a significant step in increasing the awareness and reputation of the Wacoal brand name, whilst driving the business to greater future success based on our products and the service we provide to our customers. This is the final step in bringing our organizations together and maximizing our global business expertise.”

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