Debenhams have introduced Oola Lingerie to their roster ahead of Valentine’s Day and the brand will be promoted through their digital channels, advertorials and newsletters. Oola lingerie genuinely understands the fuller figure, as their designs are refined on real women, with varying proportions and are reworked where needed until every last detail is perfected. Key design considerations and size availability are paramount and the Oola team know the technical science to deliver the best comfort, support and fit.
Ahead of the launch, Richard Vanoli, Trade Director at Debenhams.com comments: “Lingerie has been an integral part of Debenhams DNA, as such, we’re incredibly excited to be welcoming Oola lingerie into the Debenhams.com market place. We know that our customers will fall in love with the brand as we have and we’re looking forward to what’s to come.”
Oola is the creation of lingerie obsessed co-founders Sarah Maskell and Tiggy Derham, who between them have gained over 20 years’ expertise in design, development and production within the plus size retail industry. Commenting on the brand partnership, Tiggy adds: “We are really proud to continue our growth with Debenhams, offering the full Oola collection of contemporary and great fitting lingerie to their curvy customer. They have always been a strong lingerie destination retailer and it’s great to be a fully integrated brand on their website and we are excited to see their customers’ reaction to the brand.”
The bra size range is available from a 38-46, cup D-G and comes in a variety of styles that include padded/non-padded and plunge, as well as the increasingly popular longline and non-wire bralette. Knicker shapes come in a size 14-32 and include a high waist brief or thong with contouring panelling to give the best support and style front and back.
This is clearly shown in the technical elements of their bras, where plush, brush-lined elastics are used on the underside of the strap to minimise shoulder rub, while the bra closure is designed with a soft-touch wider hook and eye to prevent any digging in. The under-wiring is key to underpinning a perfectly constructed bra cup and the strengthened wires are specially moulded to flow seamlessly around the breast to eliminate underarm discomfort. Wider back panels create a back-smoothing silhouette and reduced strap length removes pressure and eliminates the bra from cutting in, helping to improve support and posture.
