Owned by the Perceva investment fund since 2015, the French group VFB Lingerie is renamed Lacelier. This name was formed on a contraction of several words, "lace", "lace", and "workshop" in order to better characterize its activity, and especially to give a new impetus.
This new envelope in terms of image is in particular following the arrival in May 2018 of Jean-Jacques Sebbag to the presidency of the tricolor group, with the aim of redeploying VFB on the highly competitive and heckled women's underwear sector, but especially, at the end of 2019 the activity of high-end lingerie brand Vanity Fair, to whom he owed his initials VFB for "Vanity Fair Brands".
The French group owned the rights of this international brand for EMEA (Europe, Middle East, Africa) while being completely independent of the US brand of the same name and its owner, the group Fruit of The Loom, since the acquisition VFB by the Perceva fund in 2015. The Vanity Fair brand had tried to find a place in Europe for five years, before stopping its efforts earlier this year.
Thus renamed, Lacelier and its owner Perceva turn the page Vanity Fair to focus on its other six labels: Lou (high-end lingerie), Bestform (lingerie large size), Variance and Gemma (mid-range lingerie), Belcor and Cherry Beach (seaside). Generating an annual turnover of about 78 million euros and employing 250 people, the group headquartered in Paris claims for its brands a distribution in 50 countries through a network of 2,000 points of sale (especially in supermarkets).
Source link
https://ma.fashionnetwork.com/news/Vfb-deleste-de-vanify-fair-se-renomme-lacelier,1144691.html
