French private equity group Perceva is in talks with Berkshire Hathaway’s Fruit of the Loom to buy its ladies lingerie brands, reports the Financial Times.

Perceva hopes purchasing Variance, Lou, Vanity Fair and BestForm will help it “tap into the ever-resilient demand of French women for lingerie,” explains the report.

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“French women spend an average of €100 a year on underwear, about 25% more than in Germany or the UK. This figure has been growing steadily in past two years, according to the French Fashion Institute.”

The deal would also include swimwear brand Cherry Beach.

Read more here.

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Originally published on Advisor.ca

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