After a stellar two years, fuller bust lingerie brand SugarCandy* is intent on continuing to shake up the lingerie industry by giving fuller busted women exactly what they deserve from it – more wire-free options. With the brand experiencing a significant rise in consumer demand over the past two years, in a time when women are increasingly seeking comfort, they are more invigorated than ever to expand their offering.
While the shift in consumer demand for wire-free bras comes as no surprise, what Aussie brand SugarCandy* did find surprising was the shift that came from within the fuller bust market. Brand Director Jessica Malouf explains: “We weren’t shocked by the sudden demand for wire free fuller bust bralettes however, prior to Covid, there was a lot of hesitancy from fuller busted women surrounding wireless bras. Many of our customers have unfortunately been let-down by wire-free bras that just didn’t offer support and ultimately the comfort that they were after. With so many now working from home, we’ve found that women are preferring to wear wire free all-day, everyday, and have become increasingly determined to find the bras that work for them. Because of this, we’ve now found a loyal customer base who love our products and believe in them which has really helped our brand grow from strength to strength.”
Off the back of this growth, the brand has reevaluated their strategy moving forward, with founder Tracey Montford saying: “Over the past year we’ve come to realise how life-changing our bras can really be for women and have been incredibly humbled to hear so many of their stories. While support is and will remain at the heart of everything we do, we’re about much more than support, more than comfort and we’re certainly more than just a bralette. It’s our mission to create feel-good bras for fuller bust gals without compromise and we’re working to become the go-to bralette for fuller bust support.”
SugarCandy* is using this increased demand from consumers to continue to grow their offering, both in terms of styles and sizes. The first addition to the range was Posh, a sexier take on their original SugarCandy Basic Bralette, offering a more daring cut and luxe satin detailing. “We all know it, the wire free space specifically for fuller bust women is limited to say the least, with most options looking either sporty, plain or a little archaic. There just isn’t that same level of offering for fuller bust markets as there is a more petite bust, however they deserve choice and we know our customers want more.”
Alongside increasing the style offering, the brand is powering ahead with their plans to expand their size offering to include a 3XL and 4XL option and eventually smaller sizes too. While expanding the size range and working towards increased size inclusivity is something the brand is passionate about, they stand their ground when it comes to such additions and the time it takes to bring them to the consumer. “We have customers constantly requesting both bigger and smaller sizes, and while we’re constantly working on them, they’ll only ever reach the marked when where sure we’ve maintained the same level of fit, support and comfort we’re known for. We’re here to support women without compromise and that’s what drives our every move,” says Head Designer Katie Brooker.
