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Bravissimo launches Essex store

Lingerie retailer Bravissimo is poised to open a shop in Chelmsford, at Essex’s Bond Street shopping centre.

The shop, which opens on 6 July, measures 2,800 sq ft. It brings Bravissimo’s store count to 28.

The store will feature photo displays and customer testimonials. Each changing room will be named after one of the retailer’s customers, and will include inspirational quotations.

It will offer a fitting service as well as its full collection of lingerie, bra-sized swimwear and clothing.

Bravissimo founder and chief executive Sarah Tremellen said: “When I started the company 22 years ago, the aim was to provide an environment for big-boobed women to feel good about themselves. There’s a real sense of fun and community in our brand so we wanted to design our new store to reflect this and to create an inclusive, confident-boosting and fun shopping experience.

“Our customers in Essex have been asking us to open a shop near them for a while and we’re thrilled to be able to finally grant their wishes.”

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