Bravissimo launch Pepperberry

With a growing industry focus on projecting healthy body shape and image, Bravissimo, the company which makes clothes for full chested, curvy types, have picked a pertinent time to relaunch. However the new, mid-market, clothing

offering ‘with a chest in mind’ will take a more fashion focused direction and will launch on March 21st 2011 under the name, Pepperberry.

‘Bravissimo was receiving more and more requests for products to be added to the collection, so in the end it seemed right to launch a new stand alone retailer,’ remarks Pepperberry product director, Beverley Latchford-Brown.

Beyond this exciting new launch, which will see nationwide store openings (first Aberdeen and Edinburgh), an online store and mail order service, Pepperberry’s arrival also has broader resonance, marking astounding developments in this niche market. ‘Bravissimo was founded in 1995 as just a lingerie retailer for women with average sized bodies and bigger chest sizes but expanded to swimwear, nightwear and clothes,’ continues Latchford Brown. ‘We will now launch Pepperberry with 60 different clothing styles and also a small accessories range. And moreover we have had such customer demand, Pepperberry will also include multiple party, trend led looks.’

But with Bravissimo already having launched their new L size cup at the beginning of the year to the great relief of loyal customers, why is demand in this niche market reaching such a pitch?

Firstly, for comfort reasons. Ill fitting bras, for those who carry these larger chest sizes, can be fatal, causing discomfort, marking or swelling – L-cup breasts are actually a whole stone in weight. According to Latchford Brown, research shows that for years women have been wearing bras too big at the back and small in cup size and have only recently looked for alternatives. Surveys conclude that at least 60% of British women are wearing the wrong sized bra. Another reason for the sudden market growth is simply women’s growing breast sizes. Why? Our modern day obesity levels; breasts consist largely of fat.  There are also links between oestrogen levels and bigger breasts, and the decrease in family size amongst today’s generation means that women are more exposed to oestrogen.

It’s also easy to forget how badly women carrying these larger chest sizes are affected in their daily lives. So much so, polls actually show that breast reduction operations have become more recognised and affordable, and that each year about 10,000 women undergo such surgery.

So Pepperberry look to have caught a zeitgeist.

Good Honest Fun, An Honest Day’s Work and Reinvent act as the 3 key inspirations for the launch collection with an in house design team looking at current trends and beyond, and prices range from around £25 - £69. There is also an easy size guide, so for example if you wear a dress size 12 but have a bust of a size 16, then opt for 12 Super Curvy.

‘We will be growing the Pepperberry brand, increasing the volume and scope of styles on offer, and rolling out Pepperberry stores nationwide’ adds Latchford Brown.