Bravissimo launches fashion brand “with boobs in mind”

Bravissimo, the specialist lingerie retailer that caters for women with larger breasts, is launching a fashion brand called Pepperberry.

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The Pepperberry branded range will replace Bravissimo’s current limited clothing range and allow it to grow its clothing offer.

The initial range of 60 Pepperberry products launches online, mail order and in store on 21 March 2011. The group plans to extend the range each season.

Bravissimo says the range of dresses, jackets, coats, tops, skirts, trousers and accessories have all been “designed with boobs in mind”.

Bravissimo has developed its own fitting scale, curvy, really curvy or super curvy, for the Pepperberry range, designed to accommodate a larger bust in standard dress sizes 8 to 18.

The retail group is looking to expand its marketing team to support the launch of Pepperberry and is searching for senior marketing managers to take responsibility for both the Bravissimo and Pepperberry brands and drive growth.

They will develop each brand’s customer contact strategy across digital, mail order and store channels, direct and email marketing, PR and social media.

The group will open two trial standalone stores in Aberdeen and Edinburgh later this month. It will also convert 12 of its existing Bravissimo stores into dual branded sites but maintains that both brands will have separate identities.

Pepperberry is also preparing to launch a social media campaign including Facebook and Twitter to build awareness of the new range.

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