Linea by Maidenform launches exclusively at H of F

Linea by Maidenform will be launching at House of Fraser, this February.

The exclusive collection encompasses Maidenform’s bestselling bra styles in America, which will be made available to the UK market for the first time via the department store.

Featuring eighteen key pieces, the complete range also includes a t-shirt bra and knickers for everyday, a longline bra for bridal and a little black dress.

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Maidenform International managing director Patricia J. Royak said: “We are excited to partner with a retailer who has been bestowed the Royal Warrant. House of Fraser was first to place shapewear in the evening department helping propel our brand and support ‘the little black dress’.

“We know our foundations will be just as successful. Maidenform has been innovating since 1922 and we look forward to taking this journey together.”

The new range will be exclusive to House of Fraser for a period of at least six months, at which point it may become available for order by other retailers.

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