Lingerie specialist Bravissimo will open up a new store in Belfast this year to cater for the growing D to L cup market.
The store will be the first standalone bra shop in Belfast in around two years, reports the Belfast Telegraph. Previously, Bra Boutique opened its doors in the city centre, but later closed.
La Senza’s Victoria Square location also closed in 2012, leaving Belfast without the support of a lingerie retailer.
Bravissimo press officer Becci Vincent told the Belfast Telegraph that the company had been searching for a suitable space to set up shop in Northern Ireland for years.
"As a business, we find it really, really difficult to find retail locations because we want a small shopfloor but massive, massive stock rooms. For every single bra we stock, there can be 90 sizes we need to keep in stock, she said.
The new store will open in April on Royal Avenue, which is located in the Cathedral Quarter in the heart of Belfast city centre.