In June of 1956 Koichi Tsukamoto visited the United States to study the intimate apparel industry. He took all that he learned back to Japan and started his own resoundingly successful lingerie company: Wacoal.
In April 1985, the company built on its extraordinary success in Japan and throughout Asia by starting Wacoal America. Designing exceptional lingerie that really fits, providing exemplary service, and developing lasting customer confidence became our ideals and the blueprint for our success. By expanding into the United States, Wacoal had the vast global resources it needed to bring the most innovative and technically advanced products to the American woman. Making women look and feel their best has always been a part of Wacoal's mantra, and the public has recognized and appreciated this part of the company's mission from the beginning. Wacoal has been featured on numerous television programs such as The Oprah Winfrey Show, The View, NBC's TODAY, Entertainment Tonight, and the Ellen DeGeneres Show to discuss the benefits of great fitting bras, shapewear, and other lingerie.
In 2009, Wacoal successfully launched b.tempt'd by Wacoal. This exciting lingerie brand was designed to entice the young-minded woman with sexy, sophisticated, and flirty lingerie. b.tempt'd also offers Wacoal's signature trademarks of exceptional quality, fit, and service. To date, b.tempt'd has been enthusiastically received by women of all ages and continues to evolve to meet their lingerie needs and desires.
Giving back to society is a major part of Wacoal's philosophy. In 1999, we began an initiative to fight breast cancer by raising awareness about the disease. The development of the Awareness Bra Program began with one simple bra. A pink ribbon flag symbol has been placed on each Awareness Bra to serve as a daily reminder that women should take care of themselves, and an informative hangtag instructs them on how to administer breast self-examinations. Today there are four unique Awareness Bras, which appeal to women with different figures. Every Awareness Bra, however, passes along vital educational messages about breast cancer.
In 2001, Wacoal launched the next phase of this initiative with our Fit for the Cure® events. For every woman professionally fit by a Wacoal specialist at a Fit for the Cure® event where no purchase was necessary a donation was made to Komen. Now in its 10th year, the initiative is known as Fi(gh)t for the Cure®, and Wacoal continues to hold more than 1000 events across the United States each year. Over the past ten years our grassroots efforts have generated more than two million dollars in donations to Komen and educated millions of women about breast cancer. As evidence of the company's enduring success and as testimony from our extremely loyal and growing consumer base, NPD, our industry's leading market research company reports that Wacoal ranks number one* in bra dollar volume sales in department stores in the United States today.
*As reported by The NPD Group Inc., based on consumer panel data of full year 2009 dollar sales at department stores.