Curvy Kate expands into the Middle East

Curvy Kate, one of the fastest growing full bust lingerie brands,

has announced that it is expanding into the United Arab Emirates marketplace, which the brand describes as a “highly under-represented full bust market”.

Retailer TKD, the first lingerie store in the UAE exclusively for women with bigger busts, will be stocking Curvy Kate, in its Dubai store, alongside other lingerie brands including Freya, Elomi and Panache.

Managing director Kate Kikano said: “Many women head online to buy their underwear or simply have to opt for the wrong size. We want to change all that. We believe that looking and feeling good starts with your underwear and will offer our customers a truly personal shopping experience.”

Curvy Kate, which only sells D-K cup lingerie, saw its sales increase by 400 per cent last year, and the brand is now sold in 31 countries worldwide including America, Canada, and Australia, as well as the UK.

The brand also announced the winner of its annual Star in a Bra competition, which was introduced as the brand struggled to find curvy models. This year’s winner as voted for by the public is student Sophie Morgan, who wears a 32G bra, and she will front the brand’s spring/summer 2013 collection, as well as taking part in the season’s trade shows.