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Aura Lingerie launches direct-to-consumer brand

Private label lingerie manufacturer Aura Lingerie is launching its first direct-to-consumer brand for autumn 16 in January.

Beija Flor

The company, established in 1984, designs and manufactures lingerie for UK and German high street chains and lingerie labels, although it declines to name which ones. Beija Flor will be sold on its own dedicated website and launched for wholesale.

The new range comprises nine mini collections with three bra styles in each, in sizes from AA to G cup, as well as four brief styles. Prices start at £18 for briefs and £45 for bras at retail and £6 for briefs and £12 for bras at wholesale.

“We are thrilled to be bringing Beija Flor to market in January,” said co-designer Abbie Miranda. “Our brand ethos centres around celebrating your size and we are enabling our customers to do this with sporty, ultra chic, modern underwear that is comfortable and looks incredible.”

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