Belvia has sold 800,000 units of its Belvia Bra in just under six months.
The product, which is backed by a multi-million TV advertising campaign and stocked by ASDA, Boots, Debenhams and www.JMLdirect.com, is currently selling at a rate of 30,000 units a week.
Belvia claims its bra, which uses comfort weave technology, rids the wearer of the dreaded ‘fat back’ effect of traditional bras.
Presented as the ‘UK’s most comfortable bra,’ the product doesn’t have clasps, underwires or seams.
The technology works with added stretch so that the product moulds to wearer’s body and lifts for the ‘perfect’ fit and shape.
Belvia aims to follow up on the bra’s success with the launch of a shapewear range and new designs at the end of this year.
The Belvia Bra retails at £12.99 and is available in white, black or beige.