New Longline bra lingerie proving to be a hit at Mary Holland Lingerie Stores in Sydney and online

Mary Holland today announced a huge and positive response to the introduction of the modernised version of the old fashioned longline bra to their range of products this year.

Sydney, CA (prHWY.com) May 12, 2012 - Mary Holland today announced a huge and positive response to the introduction of the modernised version of the old fashioned longline bra to their range of products this year.

Long term partner Freya lingerie who specialised in lingerie to support the fuller bust, focussing on C - K cups, has brought this retro shape into their range after it being absent for many years. After trialling the design in one of their stores, Mary Holland was pleased to receive huge amounts of positive feedback, they have rolled this out across their entire chain and also online.

The fundamental difference between the longline design and a normal bra, are things that have been missing from the lingerie market for some time. The extra support under the bust with extended panelling around the entire body add significantly more support, both at the front and the back. The thicker panelling through the back also provides a smoother finish to the wearer's silhouette providing a significantly more flattering foundation for under clothes. This in turn assists the wearers posture, making them stand up straighter as well as reduces the pressure being put on the shoulders from a heavier bust. Physiotherapists are also recommending the clients to purchase this product from Mary Holland to assist in the relief of back and neck pain and other osteo based issues.

Freya Lingerie has been very smart, introducing this shape and structure to their range again as the demand for the product shows it was clearly a gap in the market that was not being addressed by anyone.

"Most of our customers did not even know that such a thing existed. On discovering the benefits, many of our customers are buying five or six at a time to ensure they have a good supply.

Freya has also been very clever to apply their styling ethos to the products as well. Freya is well known for using modern and youthful based prints in their fabrics and these longline bras are no exception. This has meant that the products also have a very fashion forward look about them which ensures the slightly retro looking range is fresh, current and on trend. This is exactly what the Mary Holland customer is always looking for. Something new and different with the fundamentals of support and quality included. We will continue to invest in bringing this shape to our customers next season as well. "

Belinda Roelofs. Mary Holland CEO.

The market will continue to evolve and it is expected that other brands will also start to include this shape in their ranges to capitalise on the success that Freya has experienced so far.

Mary Holland:

Mary Holland is a leading online Lingerie, Sleepwear and Swimwear e-tailer with a leading chain of stores offering specialist fitting services in Sydney, Australia. Founder, Belinda Roelofs is a well known authority in the industry on both lingerie and swimwear trends, designers and products. The Mary Holland range includes brands such as Pleasure State, Elle Macpherson Intimates, Seafolly, Baku, Ginja, Nancy Ganz, Fayreform, Curvy Kate, Freya, Berlei, Bendon, Little Minx, Leg Avenue, Shirleys and many more.

For more information visit: http://www.maryholland.com.au

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Tag Words: lingerie

Categories: Business

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