Life-long vegetarian shakes up fashion market with cruelty-free underwear in brand ‘rebirth’

A visionary in ethical high-end fashion, Pia Harpur, founder of Studio Pia, embarks on a brand “rebirth” post-acquisition by Inc & Co.
Inc & Co's acquisition of Studio Pia marks a strategic move into retail, emphasizing ethical luxury lingerie and global expansion.
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A woman shaking up the fashion world with ethical high-end designs has announced a “rebirth” of her brand.


Pia Harpur founded Studio Pia after spotting a gap in the lingerie market that was “both ethical and truly luxurious”.

Having launched in 2017, the brand is now stocked internationally in specialist boutiques across 12 countries.


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But now, it is set for further expansion after leading global investment firm Inc & Co announced its acquisition of Studio Pia.

Inc & Co's acquisition of Studio Pia marks a strategic move into retail, emphasizing ethical luxury lingerie and global expansion.
Pia Harpur, founder of Studio Pia. (Picture: Studio Pia)

The initial plans are to expand the business through wholesale, pop-up stores, concessions globally, and third party premium websites.


Pia will remain in her leadership role, working alongside Inc & Co to elevate the brand’s presence and expand its global footprint.


The founder described the move as a “brand rebirth”.


She said: “I’m very excited for this next chapter in the Studio Pia story.

“Having built the brand over the ups and downs of the last seven years now feels like the perfect time to bring in the expertise needed to take the brand to the next level, and Inc & Co is the perfect partner to help us achieve our ambitions.


“Their expertise will help open doors that were previously inaccessible to Studio Pia, and with their support, we can access new opportunities and reach a wider audience who align with Studio Pia’s ethos of reimagining ethical luxury fashion and embracing individuality.

“I’m excited to see how this collaboration will allow our brand to shine in prestigious new locations and create more in-person shopping opportunities which our devoted and loyal customers have been asking for.

“It isn’t just about the physical stores either, as with Inc & Co’s support, we are also performing a brand refresh for later in the year, as well as relaunching our website to expand our digital offering.

“Looking to the future, we are also going to be releasing our new collection in Autumn/Winter 2024, which will include an exciting revamp of our established and beloved designs.


Inc & Co's acquisition of Studio Pia marks a strategic move into retail, emphasizing ethical luxury lingerie and global expansion.
Pia Harpur, founder of Studio Pia. (Picture: Studio Pia)

“I personally see this partnership as a brand rebirth which will further solidify our commitment to ethical luxury worldwide.”

Pia began to develop the brand in 2016, having worked in the luxury lingerie industry for six years.

A “lifelong veggie”, she aimed to create the first lingerie brand using exclusively cruelty-free, organic peace silk, creating “creative, investment pieces” which “challenge preconceptions about ethical fashion aesthetics”.

The company ethos isn’t set to change, with Inc & Co aiming to “set new standards of excellence in the market with the acquisition – which will offer customers unparalleled access to the brand’s creations via new locations and the development of their online storefront.

Jack Mason, CEO of Inc & Co, said: “This marks a significant milestone for Inc & Co as we continue our expansion into retail alongside Studio Pia whose management retains a level of equity.


Inc & Co's acquisition of Studio Pia marks a strategic move into retail, emphasizing ethical luxury lingerie and global expansion.
Jack Mason, CEO of Inc & Co. (Picture: Inc&Co)

“Customers love Studio Pia’s environmentally friendly and sustainable lingerie, and I’m thrilled that we’ll be bringing the brand to even more customers across the globe.


“Our in-house commercial and finance team will work closely with Studio Pia, allowing the team to focus on what they’re already exceptionally good at, creating award-winning luxury lingerie.

“I’m excited to work with Pia and her team as we begin this new chapter, honouring the ethical ethos that once helped start this inspiring business.”


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