Lulu Lonsdale aims to lure real women to new site

A new online lingerie boutique launches next month, which promises to cater specifically for women whose shape and colour cause them enormous difficulty finding quality products on the high street.

Lulu Lonsdale is the brainchild of Lucy Hoodless, a design graduate with a passion for lingerie design and retail.

The idea to specialise in branded lingerie offered at hard-to-find sizes is driven by her own frustrations with ill-fitting bras.

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A series of focus groups revealed that she is far from alone with her difficulties, leading her to conclude that high street retailers were poorly serving real women.

Hoodless also discovered that finding the right underwear is even more difficult for coloured women, and the growing group of women that have undergone medical or cosmetic breast surgery.

The site will launch in January with brands including Claudette, BeingU, Else, Miss Mandalay, Bestform, Sexy Panties & Naughty Knickers and Alexis Smith.

“Lulu aspires to provide all woman with the ultimate on-line shopping experience, by being the first online lingerie boutique to offer a wide portfolio of uniquely sourced branded lingerie and lounge wear profiling the needs of women with larger cup sizes and breast augmentations,” says Hoodless.

The web site also hopes to act as a forum for women to discuss their needs, desires, hot tips and frustrations.

“Lulu will provide an upbeat, fun, non-judgemental, on-line environment that celebrates women’s individuality and challenges the traditional perception of the high street,” promises Hoodless.




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