Scandale to relaunch in the United States with Halle Berry
The relaunch of Scandale is taking a new turn. While its Hong Kong-based owner Hop Lun tried a European resurgence in 2012, the lingerie brand created in Paris in 1932 is finally branching out to the United States. And it is with a new shareholder, with a 50% stake according to the American press, that this relaunch is taking place. And the shareholder is none other than actress Halle Berry.
The actress is of course going to use her reputation to garner support for this American launch. She has thus just presented a miniature line to serve as a pre-launch in Target stores: a ten-piece collection with prices ranging from $7 to $18, relatively far from the mid-range positionning chosen by the Scandale in 2012.
A collection that has just come out and which is being used as a teaser for the biggest relaunch for the brand in 2015, but only for the American market. Still a co-shareholder, the Hop Lun group chaired by Eric Ryd has given the actress the green light to make an American mark on the product, all while leaning on a very Parisian image to seduce the American public.
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