VFB Europe launches 100% beachwear brand: Cherry Beach

By

Anaïs Lerévérend

Published
Sep 8, 2014

The European subsidiary of Vanity Fair Brands is continuing build up its brand portfolio. Having discontinued the business of several of its Spanish inimatewear brands and having focused its brand Vanity Fair more decisively on lingerie, the group is now coming out with a brand exclusively for beachwear: Cherry Beach.

Until VFB Europe restructured its brand portfolio, Cherry Beach was only a product category encompassed by the brand Intima and its range for younger customers Intima Cherry. While Intima has been “put on standby”, the beachwear line Cherry Beach has emerged as its own brand.

"The group wanted a brand dedicated exclusively to beachwear in order to regain a foothold in the French, Spanish, Portuguese and Italian niche markets,” said Alice Rashi, brand manager for both Cherry Beach and Variance, the group’s large-scale distribution lingerie brand.

While the new brand will be designed from a studio in Barcelona, where the VFB Europe’s Spanish brands were headquartered, it will be managed from Paris. While the line “Intimate Cherry” was fairly "teenager”, according to Rashi, the new brand is geared toward a 20 - 45 year-old demographic, with a fun, fashion, colorful and affordable positioning (around 40 euros for a bikini).

The group will launch the brand through several hundred stores beginning with the spring-summer 15 season, and will participate in the French specialized trade show Riviera, which will take place from September 7 - 8 in Cannes.

In addition to traditional stores in Mediterranean countries, Cherry Beach will also be put on sale in the El Corte Ingles department stores in Spain. There are also plans for the launch of an online store at the same time as the launch of the collection next spring.