EXCLUSIVE: Fuller-bust bras boost lingerie sales at Very

Very stocks fuller bust lingerie by Triumph.

Fuller-bust bra styles made up over half of online retail giant Very’s lingerie sales this year.

In a statement seen by Lingerie Insight, the retailer said 60% of its lingerie revenue came from DD+ product over the last 12 months.

The news comes after Very recorded a 28% rise in lingerie sales, driven by an explosion of fashionable lingerie that is worn to be seen.

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Very has been working with brands to improve stock availability across a range of styles.

“We’ve massively extended the Pour Moi? range and seen some really good success with that, so that’s been brilliant. From 2014 to 2016, Pour Moi? has grown 109%,” said Jen Scott, head of buying for Footwear and Essentials at Shop Direct, Very’s parent company.

“We have built stronger relationships than ever before with famous lingerie brands this year, with many even donating product – including the chance to win a year’s supply of lingerie – for a charity event at our head office,” she added.

As well as Pour Moi?, Very currently stocks fuller bust lingerie by Triumph, Fantasie, Playtex, Freya, Panache, Curvy Kate and Elomi.

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