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.
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".