(Filed Under wholesale Lingerie News). The new manager at Vanity Fair Brands Europe (VFB), a division of Fruit of the Loom and Berkshire Hathaway, reported over the weekend that negotiations are continuing but have not yet concluded in the possible sale to Perceva, a French investment group.
Fernando Camps replied “Yes. Is correct,” when asked that question by BODY. Multiple phone calls to a Vanity Fair spokesperson at Fruit in the U.S., asking for a status report, had not been returned as we went to press.
Fruit reportedly decided last year to sell VFB, which includes the lingerie brands Lou, Variance, Vanity Fair and BestForm, and Cherry Beach, a swimwear label. In June it was widely reported that Perceva, had entered into exclusive negotiations with Fruit.
Nicolas Torloting, former managing director of Vanity Fair Brands Europe, left the company around the end of July. He had been with the firm when negotiations with Fruit of the Loom began. CMK, the marketing and distribution firm that had been handling the Lou brand in the U.S., ended its relationship with VFB at the start of August.
Perceva has no other apparel holdings in its portfolio which currently include a specialty truck trailer maker, a gourmet food company, a motorcycle equipment maker, a seafood distributor, a wood fired furnace manufacturer, an HR consultant and a flower and plant distributor.
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