Carol Duncumb, former chief executive of lingerie firm Intimas Group, is launching her own bra brand.
BeMyBra is aimed at the 15 to 25-year-old market and will debut at the Harrogate Lingerie & Swimwear Exhibition on August 16-18.
BeMyBra will sell basic bras in several colours, as well as a range of straps, jewellery and centrepieces, which will retail separately, allowing women to customise the bras.
Duncumb said: “During my time running Intimas retailers often told me there was a gap in the branded market for high-fashion lingerie aimed at young women.
“A succession of brands have tried younger sub-brands but no one has launched a brand dedicated to the young fashion market before.”
Wholesale prices will start at £8 for bras and £2.50 for accessories. Duncumb, who left Intimas in August 2008 after six years at the helm, has already signed House of Fraser, Arnotts and Beales to stock the spring 10 range and intends to limit distribution to 50 retailers in the UK and Ireland for the debut season, before growing distribution internationally for autumn 10.
Duncumb said: “House of Fraser is going to dual-site the range in its lingerie and young fashion departments. It’s the first time they’ve done that and it’s because lingerie departments don’t have a young customer, because they are viewed as old-fashioned.”
Deliveries will begin in January 2010. Duncumb is working alone on the business, designing, marketing and selling the range herself.
Separately, PricewaterhouseCoopers, administrators to Intimas, which fell into administration last month, said there was no update on a potential sale of the business.