Lingerie Brand La Perla Enters Beauty Industry

Lingerie brand La Perla enters beauty industry

On September 6th La Perla, the Italian luxury lingerie brand, listed on the Paris Stock Exchange, shares rose 22 per cent (550 million euros) and its market capitalisation was already 578 million euros.

La Perla, the Italian luxury lingerie brand, announced on October 8th that it would suspend 126 job cuts. It is also clear that La Perla is in the lingerie industry landscape is not very good, at this time it is in urgent need of a new breakthrough.

"La Perla and the union will meet again on Friday in the hope of finding a new safeguard solution quickly. "This statement was issued by Italy's economic development department. The statement also noted that the meeting would take place at La Perla's headquarters in Bologna.

And before the meeting, La Perla had signed an agreement to suspend the company's 126-person layoff program. In the meeting to carry out how to improve the company's production and breakthrough. There is no doubt that this agreement is an employee protection agreement.

La Perla, on the other hand, is not just in the lingerie industry today, the brand is going to enter the beauty industry, but also in a very straightforward way. La Perla recently launched its sub-brand La Perla Beauty, which will enter the beauty industry.

The sub-brand will focus on developing a range of high-end fragrances, cosmetics, skin care products and more, and the beauty line is basically sold by sub-brand La Perla Beauty.

Regarding the emergence of the sub-brand, La Perla said: "La Perla Beauty is a natural continuation of La Perla as a banner brand, giving us the opportunity to reach out and share brand values to a wider consumer." "

Founded in 1954, La Perla was sold to JH Partners, a US private equity firm, in 2007 for poor performance by Alberto Masotti, the son of founder Ada Masotti.

La Perla was bought by Pacific Global Management, the family holding company of Italian entrepreneur Silvio Scaglia, for 69 million euros after it went bankrupt in 2013.

From 2016 to 2018, La Perla replaced its creative director three times in a short period of time, with Brazilian designer Pedro Louren?o in position for just seven months. This experience is also more legendary.

While the luxury lingerie brand's strategy is constantly changing, but has been unchanged is innovation, contact with new young consumers. Although La Perla recently announced a full focus on the lingerie industry, it is now announcing a high-profile entry into the beauty industry.

In addition, the underwear industry in this year is really not good scenery, but less vimy this kind of strong competition, underwear brands more or less have eaten a new. And the beauty industry is very intense, La Perla can support it?