DBA introduces two season price freeze

DB Apparel UK is supporting retailers this winter by launching a price freeze on all product lines.

The company, whose brands include Wonderbra, Playtex and Shock Absorber, has made the decision to keep prices static until Autumn/Winter 2012.

In a time when both consumers and retailers are feeling the pinch, DBA has decided not to pass on rising costs, due to higher fuel, cotton and production prices to the retailer.

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Instead, DBA will absorb these costs and, in an additional show of support, it has said that media spend will not be cut back.

DBA general manager Paul Devin said: "Coming from a sales background myself, I know how important it is to support the trade.

As well as the two-season price freeze, we are committing to a significant media spend for a second year running, with the aim of encouraging more consumer footfall into store to find great product at affordable prices".

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