Department store chain Bhs has this week introduced a premium lingerie range to 25 stores and online in an attempt to cash in on the growing lingerie sector.
The Bellissima range includes bras, knickers and an underwired body, with prices starting at £8. According to TNS Worldpanel Fashion, lingerie sales are increasing despite the recession. Sales of underwired bras rose 10% in the 24 weeks to June 21. Bhs, now part of Sir Philip Green’s Arcadia Group, has been concentrating on strengthening its fashion offer by bringing in external brands, as well as Arcadia brands such as Dorothy Perkins and Evans.