Debenhams launches first plus size lingerie brand

Elomi lingerie has become the first plus size lingerie brand to launch at department store Debenhams.

The brand, which is designed for the fuller figured woman, will be available in Debenhams department stores nationwide.

A survey of fuller figured women at Plus London, the UK’s largest plus size blogging event, reportedly revealed that there was ‘a big lack of lingerie for plus size figures’ in the market.

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When fuller figured women were asked where they shop for lingerie, online was by far the most popular choice. However, they answered they’d prefer to buy from high street shops.

Additionally, a number of fuller figured women found the lack of fashionable lingerie styles and matching bra and brief sets available in large sizes a big challenge.

Providing bras from a D to K cup, 34-46 back, as well as matching briefs up to a UK size 26, Elomi’s ranges are specifically designed to support larger cup sizes. They feature wide straps, with limited stretch, to maximize comfort and support, as well as side support for the perfect shape.

Elomi offers basic bras for everyday wear, as well as more fashionable printed and patterned ranges, designed to flatter the fuller figure.

Elomi head of marketing Ann Marie Manley said: “We spoke to many plus size women about their lingerie shopping habits, and many found fuller figure lingerie shopping in department stores an impossible task, commenting that styles and sizes on offer were restricting. We’re delighted that the Elomi collections will now be available in Debenhams and we cannot wait to hear customer reactions!”

Debenhams lingerie buyer Kirsty Lipscombe said: “To celebrate the launch of Elomi in Debenhams, we are holding two live Elomi window displays in Debenhams Manchester and Debenhams Glasgow, as well as in-store event at Debenhams Oxford Street.

“The windows will feature an Elomi model so shoppers can really see the collections on offer. There will be competitions running, so customers can win a number of Elomi lingerie goodies. We already offer a selection of plus size clothing, so we’re thrilled we can now compliment this with lingerie too.”







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