Wacoal Acquires Lingerie Brand Lively for $85 Million to Expand Business Beyond Japan

The DTC company, with stores in NYC and Chicago, hopes to grow its retail presence with the acquisition

A woman sitting in a chair outside wearing Lively merchandise
Lively currently operates two stores in the U.S. Lively

Lively, the direct-to-consumer lingerie and loungewear brand, is becoming part of Wacoal Industries. The 3-year-old brand founded by a former Victoria’s Secret merchant director, Michelle Cordeiro Grant, was acquired for $85 million.

@itstheannmarie annmarie.alcantara@adweek.com Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.