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La Perla to launch La Perla Beauty division

La Perla

Italian luxury innerwear brand La Perla is venturing into the beauty segment, according to its parent company, La Perla Fashion Holding.

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The Bologna-based international company — which designs, manufactures and retails high-end lingerie, nightwear and swimwear — announced the launch of its new subsidiary, La Perla Beauty.

According to the company, the La Perla brand will be licensed on an exclusive basis to La Perla Beauty. The new beauty business will focus on luxury fragrance, cosmetics and skincare.

“La Perla Beauty is a natural extension for the iconic La Perla brand and creates an exciting opportunity to share the modernised brand and its values with a broader consumer audience,” said La Perla Fashion Holding.

La Perla Beauty will be led by a senior team with a wealth of experience in the beauty sector, though further details were not given.

The beauty division will come under by La Perla Fashion Holding N.V. and will be operated and managed independently from existing and future subsidiaries of the group, the company added.

Launching in 1954, La Perla was founded in Bologna by corset maker Ada Masotti.

Italian businessman, Silvio Scaglia, via his Pacific Global Management holding company, acquired La Perla in 2013.

Five years later in early 2018, La Perla was sold to Tennor Holdings; the investment company lead by German financier Lars Windhorst. Later that year, La Perla appointed Pascal Perrier as its new CEO.

La Perla has been under the creative leadership of Julia Haart since 2016. It currently operates 150 mono-brand stores worldwide, thanks to its retail expansion in Asia in the last few years.

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More recently, La Perla made its debut on the Paris Stock Exchange’s Euronext Growth index in September this year.