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Lingerie Retailer of the Year: Sadie the Bra Lady. 62 Front Street, Consett, County Durham

Brands include Fantasie, Fauve, Freya, Gossard, Panache, Rigby & Peller, Silhouette, Wonderbra

Sadie the Bra Lady walked away with the Drapers Award for Lingerie Retailer of the Year in 2000. A decade on, and Sadie is back with an even stronger and more unique proposition and continues to champion her mission to get every one of her 74,717 customers into the right-sized bra. The retailer has even implemented a system to warn customers against buying a different bra size to the one specified by information stored on the website. The judges praised Sadie the Bra Lady’s clever attitude to marketing - their favourite campaign appeared at Newcastle Airport and on local buses with the strapline “Don’t hang about, go to Sadie’s for a lift”, and were blown away by owner Sadie Ayton’s passion for her business, which was founded 40 years ago. It has grown to include four stores in Ashington, Consett, Sunderland and Darlington.


Highly commended

1. Pudding Lingerie

King Street, Reading

Brands include La Perla, Mimi Holliday, Pleasure State, Prima Donna

Husband and wife Paul and Helen Masters gave up their respective careers in banking to start up this luxury lingerie indie three years ago. And they have plenty of reasons to smile, with soaring sales and profits.

2. Barbarella

10 Friar Street, Worcester

Brands include Aubade, Freya, Huit, Marie Jo, Prima Donna

Barbarella’s scented candles, chaise longue and purple velvet curtains make for a lavish environment. Owner Harriet Wilkes has adapted her brand mix to keep existing customers happy and target new shoppers.

3. Chantilly

4 Cheetham Street, Rochdale

Brands include Fantasie, Lejaby, Marie Jo, Panache, Prima Donna

A passion for product underpins this lingerie indie, and is what attracts customers to Rochdale from all over the north of England. Owner Marjorie Thompson takes pride in fitting customers accurately according to the specifics of each brand.

4. Debenhams


Brands include B by Ted Baker, Frost French, Own brand

Debenhams strengthened its lingerie offer this year by becoming exclusive stockist of B by Ted Baker, another designer collection to add to its stable of own brands and branded product.

5. Orchid Lingerie

663 Lisburn Road, Belfast

Brands include Fantasie, Fauve, Freya, Marie Jo, Prima Donna

Jocelyn Reynolds has ensured the ongoing success of her lingerie store, when nearby rivals have floundered, by adapting her brand mix to shifts in the economic climate and grabbing market share.

6. Plums lingerie

7 Colomberie, St Helier, Jersey

Brands include Jonquil, Marie Jo, Prima Donna, Vandevelde

This mother-and-daughter duo decided to launch their luxury lingerie indie after daughter Katherine Salt was exasperated at the lack of suitable styles available in Jersey. The result was Plums Lingerie, which has exceptional service.

7. Voisins

King Street, St Helier, Jersey

Brands include Calvin Klein, Chantelle, Triumph, Wonderbra

Jersey department store Voisins has had a dramatic overhaul of its fashion offer and within that the lingerie department is almost unrecognisable from the year before. A raft of brands meet its customers’ needs.

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