Independent retailer calls on big brands to return to Moda

The founder of independent lingerie boutique, Lincoln Bra Lady, says big-name lingerie brands should return to Moda if they want to see a resurgence in footfall at the show.

Claire Woodall, a regular visitor of the Birmingham trade show, said she is finding it increasingly difficult to make decisions about which brands to stock as more labels drop out of the exhibition.

“I go to both the winter and summer shows and I like to see all the brands under one roof, over the space of a couple of days, because I can make direct comparisons,” she explained.

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“I used to sell bucket loads of Simone Pérèle lingerie, but then they stopped doing it. It’s really difficult to compare it with Wacoal or Chantelle, for instance, because you can’t see them around the same time frame.

“[Sales reps] could come out to us, but it might be a month since we have seen the other brands and I can’t remember what I thought back then. So I would like to see the comeback of brands like Simone Pérèle and Bestform at the show,” Woodall continued.

“Bestform is a really good price-point brand. I understand that it’s a financial decision, but I haven’t bought from them [since they stopped attending].”

The owner of Lincoln Bra Lady and new website,, views lingerie collections throughout the year, but makes all of her orders at Moda.

“I go to the Fantasie showroom, which is great because you can see the collection on the models and I quite like that. But I don’t order at the showroom – I order when I’m at Moda,” she said.

“I go to the preview, see it all, have a think about it, go through my books and then look at them with a second eye at Moda. I have to do that because Fantasie is one of my biggest brands and I spend a lot of money with them.”



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