Maison Close has acquired Scandale, the iconic French lingerie brand, for an undisclosed amount. This strategic move sees Maison Close taking ownership of a brand with a rich history dating back to 1932, known for its innovation and distinctive identity in the lingerie sector. The acquisition marks a significant development in the French fashion landscape, bringing together two entities within the intimate apparel market.
Scandale was founded in Lyon in 1932 by Robert Perrier, who revolutionized lingerie with the creation of the first elastic girdle, transforming liquid latex into latex thread. This innovation liberated women from restrictive corsetry and established Scandale as a pioneer. The brand collaborated with creators like Christian Dior in 1950 and illustrator René Gruau, who co-signed its logo in the 1960s. These partnerships fostered global recognition, positioning Scandale as an early leader in modern and disruptive communication, exemplified by its impactful 1980s advertising campaigns. Today, Scandale has been revitalized with a feminine and sensual image, embracing its heritage of humour, audacity, creativity, and avant-garde spirit, embodying the motto "Smart, Sexy & Fun."
The acquisition of Scandale by Maison Close is poised to leverage Scandale's deep heritage, strong brand recognition, and innovative legacy. This strategic integration is expected to enhance Maison Close's market presence and diversify its brand portfolio within the competitive lingerie industry. Synergies are anticipated through the combination of creative expertise and market insights, allowing Maison Close to capitalize on Scandale's established brand equity and its renewed appeal to a contemporary audience. The move aims to strengthen the combined entity's position in the French and international lingerie markets.
Looking ahead, the combined entity is expected to build upon Scandale's foundation of innovation and distinctive branding. This acquisition provides an opportunity to further develop and expand Scandale's reach, while integrating its unique "Smart, Sexy & Fun" ethos into a broader operational framework. The focus will be on continuing to offer compelling and innovative lingerie products, reinforcing a strong presence in the evolving intimate apparel sector.