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015. Sadie the Bra Lady

Five stores including 62 Front Street, Consett, County Durham

Who you need to know Owner Sadie Ayton

Brands include Elomi, Fantasie, Fauve, Freya, Gossard, Miraclesuit, Panache, Royce, Silhouette

Times might be tough on the high street, but this isn’t the first recession Sadie Ayton has seen off since opening her lingerie shop 42 years ago.

Named Drapers’ Lingerie Retailer of the Year in 2000 and in 2010, Ayton says the secret to her success is simple: “We only stock quality bras that fit correctly, and never let a customer leave the shop without being fitted with the correct size.”

Last year, Sadie the Bra Lady opened a franchise store in Guisborough, North Yorkshire, which has achieved similar success. Looking ahead, Ayton says she may “seek more franchised outlets to carry on our good work”.

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