U.S. luxury lingerie label Cosabella is joining Switzerland’s Calida Group in an acquisition that speaks to how smaller brands can successfully leverage omnichannel strategies to drive consumer loyalty.
The acquisition, announced on May 19 , values Cosabella at $80 million. The relationship with the Calida Group seems to be a seamless fit, as the Miami-based brand with Italian roots looks to accelerate its growth.
Cosabella has managed to thrive during the COVID-19 pandemic, investing in its digital capabilities to complement its bricks-and-mortar business. “We’re focusing on the brand experience, and we are building our brand experience department and clienteling,” he said. “We’ve taken members who source for us across department stores for that experience and bringing them now on to the online experience.
The brand unveiled a new logo, brand imagery, advertising and social media campaign, and has introduced new products, styles and sizing categories both in-store at its retailers and on its website. Cosabella now offers lingerie and loungewear in new sizing categories beyond women’s wear to all people regardless of shape, shade, identity, age and gender .
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