Bravissimo is a dynamic multichannel retailer specifically targeting bigger-busted women, compared to other lingerie retailers such as Ann Summers and Boux Avenue. Originally established as a lingerie and swimwear specialist, more recently the retailer branched out into a full range of clothing for curvier women. Launched as a mail-order retailer in 1995, the retailer now operates 29 bricks-and-mortar stores, as well as a its online store, a call centre order service and mail orders. Its first US store opened in summer 2019. A personal service and good fit are at the heart of the Bravissimo USP and the retailer uses the latest technology to try to make the online experience as good for customers as visiting one of its stores. It recently added communication tools including video chat to its ecommerce site, to offer a more personalised service. The retailer uses social media for engaging marketing activities, aiming to boost women’s confidence through its campaign.