Curvy and K Cup Lingerie Hits Oxford Street

Today sees the launch of the new lingerie department in Debenhams’ iconic Oxford Street store and to celebrate the store is hosting a fabulous lingerie event. Open to all its customers, Debenhams will host an evening to advise on the importance of bra fitting and showcase collections from brands Fantasie, Freya and Fuller Bust Brand of the Year Elomi lingerie.

After many women revealed they felt there was a big lack of lingerie for plus size figures in the market*, Debenhams became the first high street department store to sell Elomi, the plus size lingerie brand designed specifically to support the curvier figure. Debenhams also caters for fuller busted customers, offering lingerie and swimwear collections from Freya and Fantasie, brands designed to support larger cup sizes and its collections go up to a K cup.

During the Debenhams fabulous lingerie event Freya, Fantasie and Elomi’s lingerie team of professional bra fitters will be on hand to offer bra fittings and advice as well as help to find you the perfect set for your Christmas party or Christmas day! Customers will also be treated to goody bags and a prize draw to win a set of lingerie and vouchers to spend in store.

Sharon Webb, Lingerie Buyer at Debenhams said: “We’re thrilled to re-launch our Oxford Street store and hope our fabulous lingerie event on Thursday 12th December is a huge success. We’ve received a fantastic customer reaction to our fuller busted and fuller figured lingerie offering – Elomi in particular is a brand that is growing well.

Ann Marie Manley, Head of Marketing for Freya, Fantasie & Elomi said: “In the past many women with a fuller figure found lingerie shopping in department stores an impossible task, commenting that styles and sizes were restricting. We’re so pleased that Debenhams are on-board with growing their fuller figure and fuller busted offering. We’re thrilled that Elomi has just been awarded Fuller Bust Brand of the Year and that the collections are in such high demand from customers.”