Slenderella swallows up Chilprufe brand

Lingerie and nightwear brand Slenderella has added thermal underwear brand Chilprufe to its burgeoning portfolio of brand names.

Having gone into administration in May last year, Chilprufe entered into negotiation with Slenderella prior to Christmas 2011 before striking a deal to come under the control of the Slenderella Brands Group.

Gary Spendlove, Slenderella’s Group Chairman, said: “The Chilprufe brand is recognised in many countries and will feature in our plans to develop the Far East and American markets.

“The pound being relatively weak has helped us increase export trade to 16% of the company’s turnover with further export growth forecast in 2012. The quality and exclusivity of our collections enables the company to compete favourably with any international competition.”

Since the relaunch of the brand in 1997 Slenderella has gone from strength to strength.  The Group currently has over 700 retail outlets and boasts an enviable list of underwear brands such as Brettles, Vedonis, Walker Reid and Gaspém.