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Eveden takes Huit to Asia after Wacoal buyout

Lingerie brand house Eveden Group will roll out its trend-led Huit range in Asia in the first phase of development under new owner Wacoal Holdings.

The Japan-based company bought Eveden in March, and is now finding ways for its various labels to “help each other out” across the different markets. 

In the run-up to spring 13, Huit’s full lingerie and swimwear collection will be available in Wacoal-owned stores and affiliated wholesale stockists in Japan, Taiwan and Indonesia. In April, the brand will launch in Wacoal’s stores in China.

Eveden chief executive Tracy Lewis said: “Huit is already sold in Asia through the department store group Isetan in Japan, and it makes sense to roll it out more widely, as it is the most suited of our brands for Asia in terms of body shape.

“We will look to develop our presence in Asia over the next few seasons and hopefully be able to introduce other Eveden brands there at a later date.”

Huit’s stablemates include Freya, Fantasie, Fauve, Goddess and Elomi.

Huit, which is the most premium of Eveden Group’s branded offering, is designed to fit a smaller cup size than its other plus-size and fuller-figure lingerie brands.

Wacoal is also hoping to leverage its ownership of Eveden to enter the New Zealand and Australian markets via its Wacoal America and B Tempt’d brands.

Meanwhile, Eveden’s UK labels Fantasie, Freya and Elomi have all launched on the Wacoal America website in the past few weeks.

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