ABS and Baci split

Posted: June 8, 2012

ABS Holdings and Baci Lingerie have mutually decided to end their partnership due to ‘different views on where the brand should be positioned in the UK market in the future’. ABS was appointed the exclusive UK distributor of the Baci Lingerie range in early 2011 and it opened a dedicated Baci Lingerie store in Cardiff in October last year. This was expected to be the first of 50 such stores around the UK but the outlet has since been closed.

Joy Menon, director of brand communication for Baci Lingerie said: “Although the termination of our partnership in the UK is unfortunate, both Baci Lingerie and ABS Holdings agreed that it was in the best interest for the brand as well as all parties. We have to assure that Baci Lingerie’s standards and concept of affordable luxury are positioned in accordance with our global concept and mission. We are a young brand that is growing very quickly – therefore, it’s essential to establish elevated standards immediately in efforts to set the example for our existing and future partners as well as our customers, internationally. We look forward to the opportunities that lie ahead and ensure a smooth transition for our partners and retailers.”

UK retailers can purchase Baci Lingerie through the firm’s exclusive Netherlands partner, Zwoel BV. Contact Marco Hamelink via info@zwoel.com for more information.

Despite the ending of the Baci contract, ABS is remaining in the lingerie market. It carries the whole of Pipedream’s Fetish Fantasy Lingerie range and it will be showcasing this, both on its stand and on the lingerie catwalk, at this month’s ETO Show.

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