Wacoal Acquires Glamorise in a Landmark Deal for Inclusive Sizing

NEW YORK, NY – April 01, 2026 – In a significant move that reshapes the landscape of the intimates industry, Wacoal International Corporation, the parent company of Wacoal America, announced today its acquisition of Glamorise Foundations, Inc. The deal unites Wacoal, a global leader in fit and quality, with Glamorise, a 105-year-old pioneer in size-inclusive innerwear, signaling a powerful strategic focus on the rapidly growing plus-size market and a major acceleration of Wacoal's digital commerce ambitions.

The acquisition brings all outstanding shares of the New York-based Glamorise under the Wacoal umbrella. While Wacoal has long been a dominant force in department stores, this merger is set to dramatically enhance its direct-to-consumer (DTC) capabilities by integrating Glamorise's formidable e-commerce operations, which account for an estimated 98% of its sales. The move is a clear acknowledgment of evolving consumer behavior and a direct response to the increasing demand for both digital shopping convenience and a more inclusive range of sizes in the lingerie market.

Capitalizing on the Inclusivity Movement

The acquisition arrives at a pivotal moment for the fashion industry. The global lingerie market, valued at over $95 billion, is seeing its most significant growth in segments that cater to a broader range of body types. The plus-size apparel market is projected to expand significantly in the coming years, with some analyses predicting it will surpass $900 billion globally by 2033. This growth is fueled by a powerful cultural shift toward body positivity and consumer demand for brands that reflect and celebrate diversity.

Glamorise is not a newcomer to this space; it has been its core focus for over a century. Founded in 1921, the company has built its legacy on designing bras exclusively for full-figured women, earning a loyal customer base with its expertise in providing support and comfort for larger band and cup sizes. By acquiring a brand with such a deep-rooted history and specialized knowledge, Wacoal is not just entering the size-inclusive market—it is acquiring a legacy of expertise. This strategic integration allows Wacoal to immediately strengthen its product offerings for a demographic that has long been underserved by mainstream fashion.

A Quantum Leap in Digital Strategy

Beyond the crucial expansion in sizing, this deal is fundamentally about digital transformation. Wacoal has publicly stated its goal for e-commerce to comprise over 60% of its net sales by 2025. The acquisition of Glamorise serves as a powerful accelerator toward that objective. Glamorise’s business model, with its near-total reliance on e-commerce and a strong 30% direct-to-consumer sales channel, provides Wacoal with a proven, profitable, and highly efficient digital platform.

Integrating Glamorise’s digital marketing know-how and proprietary online operations is expected to have a ripple effect across the entire Wacoal group. It offers a blueprint for accelerating customer base expansion, enhancing online brand awareness, and ultimately driving profitability in an increasingly competitive digital marketplace. This move positions Wacoal to compete more effectively with digitally native, inclusivity-focused brands like Aerie, Savage X Fenty, and ThirdLove, which have successfully leveraged online platforms to build strong communities and capture significant market share.

A Union of Heritage and Innovation

At the heart of this acquisition is a shared philosophy centered on quality, fit, and empowering women. Both companies, despite their different market approaches, have built their reputations on an unwavering commitment to product excellence. Wacoal, founded in 1949 and launched in the U.S. in 1985, has perfected the art of intimates through meticulous design, technical innovation, and millions of in-person bra fittings. Its name is synonymous with superior craftsmanship and a scientific approach to fit.

Glamorise brings its own arsenal of innovation, including patented technologies like the MagicLift® wireless support system and the WonderWire® design, which provides comfortable and secure underwire support. This fusion of Wacoal's world-renowned technical excellence with Glamorise's century of size-inclusive specialization creates a formidable product development powerhouse.

Mitch Kauffman, President and CEO of Wacoal America, highlighted this synergy, stating, “We are proud and excited to welcome Glamorise to the Wacoal group. Both companies have long-shared visions for our brands and companies. Glamorise like Wacoal is driven by the desire to design and produce products that offer premium quality and superior fit, while making women feel and look their confident best.”

Echoing this sentiment, Glamorise CEO Jon Pundyk said, “Celebrating our 105-year legacy of size-inclusive innovation, Glamorise is proud to begin a new chapter by joining the Wacoal Group. This partnership unites our history of size-inclusivity with Wacoal's world-renowned technical excellence and dedication to meeting the unique needs of every woman.”

Charting the Future of Intimate Apparel

While the strategic benefits are clear, the successful integration of two companies with such long and distinct histories will be key. The challenge will lie in harmonizing corporate cultures, and merging technological platforms and supply chains without disrupting the unique brand identities that have made each company successful. The acquisition's structure, which includes a potential multi-year earn-out provision based on performance, suggests a thoughtful approach to ensuring mutual success and mitigating risks.

For the consumer, this merger promises the best of both worlds: Wacoal's legendary fit and quality extended across a more inclusive size range, made more accessible through a robust and sophisticated digital shopping experience. As Wacoal and Glamorise begin to weave their legacies together, the industry will be watching closely. This acquisition is more than a business transaction; it is a definitive statement that the future of lingerie is inclusive, accessible, and expertly crafted to fit every woman.