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Pepperberry helps spice up Bravissimo performance

Lingerie retailer Bravissimo posted a huge leap in pre-tax earnings – of more than 3,000% – for the full year to August 31, 2011, following a decline the previous year.

Profits at the chain, which sells lingerie, swimwear, nightwear and clothing for women with a larger bust size, rocketed to £1.7m for the full year, up from £46,224 for the year before.

In the year to August 31, 2010, Bravissimo said pre-tax profits were hit by investment in the launch of its womenswear fascia Pepperberry. However, in its latest set of results filed at Companies House, it said the launch of Pepperberry, combined with improved marketing activities, had helped to boost profits this year.

The first Pepperberry stores opened in Aberdeen and Edinburgh in February 2011. Another 13 Bravissimo/Pepperberry dual-fascia stores opened a month later.

Bravissimo recorded a relatively small increase in revenue, of 1.6% to £45.6m, while profit margins rose to 36.4% from 35.8% the previous year.

Joint owners Sarah and Mike Tremellen said in their directors’ report that Bravissimo planned to open more stores and develop new product ranges. The statement said: “The company is well positioned to continue development of the product range as well as open more high street shops and to develop management systems and infrastructure to ensure control and delivery of future steady growth plans.”

Bravissimo has 21 standalone stores, 13 of which are dual fascias with Pepperberry; Pepperberry has two standalone stores. Both Bravissimo and Pepperberry also sell via mail-order catalogues and online.

As well as its own-brand lingerie, Bravissimo also stocks plus-size ranges from brands including Curvy Kate, Freya, Fantasie and Gossard.

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