WCF Ltd has acquired the Malton lingerie and clothing firm Bella di Notte, known for its Italian lingerie and better-fit fashion for mature women. This move will complement WCF’s existing national mail-order clothing brands, including Country Collection, James Meade, and The Classic Boutique. Bella di Notte will continue to operate from Malton as part of WCF’s strategy of allowing its diverse brands to run as independent businesses.
Jo Ritzema, Managing Director of WCF, expressed that Bella di Notte’s focus on product excellence and superior customer service made it an ideal fit to complement their existing home shopping clothing brands. Both companies share a similar customer demographic and have a strong ethos of investing in their teams to drive innovation and productivity.
The WCF home shopping division is part of its family of businesses, operating across the UK in the retail, leisure, and logistics sectors. Bella di Notte, founded in 1998 by Susan Johnson, currently employs nearly 40 people and operates from a 5,000 sq ft unit in the Malton Enterprise Park.
Susan and her husband Chris will remain in the business in a consultancy capacity for a period of time while their responsibilities are transferred to the existing team. Susan mentioned that the decision to sell Bella di Notte was part of their succession planning strategy to ensure positive sales growth and provide access to additional expertise, resources, and financial investment while protecting job security for the team.
Jo emphasized that they plan to build on the success of Bella di Notte by delivering the fantastic range of clothing and lingerie to existing customers, implementing new marketing strategies to find more customers, and enhancing the range with designs that appeal to a younger-minded customer base.