Small-cup lingerie specialist Avariella will close for business next month, Lingerie Insight has learned.
Owners of the family-run company have decided to sell the trademarked brand and website after “a change in circumstances” meant they could no longer devote their time to growing the business.
The online retailer sells small-cup bras from brands such as Aikyou, Kriss Soonik, Lascivious and Something Wicked.
Managing director Ash Siddel commented: “When I started Avariella I wanted to make a difference to what was offered to small busted women and to encourage designers to extend their size range to A and AA cups where they weren’t already manufactured.
“I feel that we’ve gone a long way to accomplishing that with the Avariella collections, but it has also been a real challenge trying to reach the small busted market as a start up business.
“Now my family circumstances have changed slightly and I don’t feel that I have the time needed to really develop Avariella and build on what we have already achieved.”
Siddel hopes to sell the company to someone looking to expand the current business or to take on a new enterprise.
The brand will close for business on February 15.