Wacoal Is Using Its $33 Million Glamorise Acquisition to Reduce Department Store Reliance

A 105 Year Old DTC Powerhouse Joins a Japanese Intimates Giant Glamorise is a 100% full figure focused brand, designing and selling women’s innerwear primarily in larger band and cup sizes through proprietary e commerce operations, third party marketplaces, and digital advertising channels, a commercial model that stands apart from Wacoal‘s historically brick and mortar, department store led approach in the US.

Since entering the US market in 1985, Wacoal has built its reputation on fit, quality, and technical innovation, but has faced the same structural challenge as many legacy intimates brands: over reliance on wholesale and department store channels that are declining in traffic and relevance.

The Strategic Logic: DTC as an Operating System Wacoal‘s filing makes the intent explicit: acquire Glamorise not just as a brand but as a DTC operating system that can be deployed across the broader WIC portfolio in the US later in 2026.

By internalising Glamorise‘s e commerce know how, digital advertising capabilities, and marketplace expertise, Wacoal aims to reduce its reliance on brick and mortar department stores, increase the share of sales from online channels centered on DTC,…