The Sugar Candy brand is designed for fuller busted women and co-founder Tracey Montford and designer Katie Brooker tell Underlines why this brand is a natural progression from Cake Maternity.
Described by Susannah (of Trinny & Susannah) as the best bra she has ever worn, Underlines wanted to find out more about the appeal to the UK market and its patented construction of an internal support system delivering lift, separation and shape without wiring.
Tracey (L) and Katie (R)
Tracey: “For years fuller busted women have been overlooked when it comes to comfort, whilst providing support. We’re unapologetic about the fact we specialise in bras for F cup and up. You have long been an afterthought of the lingerie industry, but with us you take centre stage. For us, you are part of an exclusive club for whom we solely and wholly design bras. We believe that breast size shouldn’t mean you have to compromise on comfort and support, inclusivity and social responsibility.”
Tracey first started when she struggled to find fashion forward maternity & nursing bras and this led to the creation of Cake Maternity. Started from a garage in Sydney, Australia, Cake Maternity is now stocked in hundreds of boutiques and speciality stores around the globe. “There was a definite gap in the market in the maternity space and later on in the fuller bust comfort space. These two niches have served our customers very well over the years.
What is best about working in this sector?
“Without a doubt it is the feedback by way of reviews, emails and comments via social media that we receive about Cake Maternity and Sugar Candy. Know we are making a difference in vulnerable times is especially rewarding. There is also the spirit of ongoing improvement and product development which keeps me inspired.
Sugar Candy basic bra in rosewood
Your typical week?
“My week is a balancing act for sure. Ensuring I have enough time for myself, fitness, work and family is key. Like most women in business it isn’t easy but staying organised, switched on and committed to my schedules.
What is different about managing Sugar Candy?
“Sugar Candy is an intricate balance. The fine details and nuances of the product are so important as the margins are fine. When working with a multi-fit bra, it’s an ongoing challenge as we balance comfort, support, fit and aesthetics.
Ensuring Sugar Candy is a second skin for fuller busted women is vital, especially as women sometimes struggle with the rigidity of underwear.
Ambitions for the brand in the UK and Ireland
“The brand was primarily developed for the UK market, where the fit philosophy of getting women into ‘smaller bands and bigger in the cups’ is more evident. This is the mantra of the Sugar Candy bra, where the support and structure of the band and lower part of the cups make this happen.
Our greatest challenge is that women are not able to differentiate from the outset. This is where in-store fittings are much needed when women can compare and then appreciate the fit of Sugar Candy.
Women have been let down far too often with brands & products making promises they don’t live up to, which makes them more cautious & doubtful, especially when purchasing the bra online.
Sugar Candy Basic bra in black
What are the highlights of Sugar Candy 2026-2027?
“We have 2x new product lines coming out within the next 2x seasons, which will not only support a wider size range but will also see the introduction of a new technology in the space.
To add there are a few new colours coming out with the Original Bra, which continues to gain traction in markets like Canada and the US.”
Sugar Candy Basic bra in plum
Where do you get your inspiration?
Katie: “My inspiration really comes from real life and, honestly, a lot of people-watching. I love observing what people are wearing, how they move through their day, and how they interact with others. I’m constantly thinking about what women actually need; what makes them feel confident, comfortable and supported, and what is functional. That’s pretty much what everything I design comes back to, and where traditional lingerie sometimes falls short.
“I also draw a lot of inspiration from architecture and interior design, particularly when it comes to structure and support. I’ve done quite a bit of hands-on renovating myself, and I love the problem-solving aspect of building something that not only looks good but works beautifully. I’m inspired by innovation in yarns, new moulding techniques, and the way fabrics evolve to support these functions.
“Designing for larger cup sizes has become a particular focus for me, and it’s something that’s deeply personal. My sister had severe scoliosis growing up and underwent breast reduction surgery at 17. I remember promising her that one day I would design a bra that was truly comfortable and supportive, and that promise has stayed with me throughout my career.
What is your background?
“I actually started out studying microbiology at university, while making and selling clothes at weekend markets to make ends meet; it was my first time living in the big smoke after growing up in a small town. After hearing (more than a few times!) that I should be pursuing fashion design, I made the jump and changed my degree, specialising in couture.
“From there, I moved into a technical bra design and pattern-making traineeship with Triumph Lingerie, which shaped my career. It was where I developed a deep appreciation for the balance between engineering and aesthetics that defines great lingerie design.
“I later moved to London, working across a number of design houses including M&S, Agent Provocateur, and La Senza, gaining valuable international experience. Returning to Australia, I spent time at Berlei before being recruited to help launch Pleasure State. There, I developed designs that became the foundation for their best-selling Biofit bra (now known as ‘My Fit’); a concept built on the idea that push-up should adapt to cup size. It was a simple but ground-breaking approach at the time.
“Today, my work continues to sit at the intersection of aesthetics and engineering. I focus on creating pieces that are not only beautiful, but genuinely functional and supportive to be comfortable for the women who wear them.
Sugbar Candy Basic bra in brand new colour cobalt blue
How long have you been working with the brand.? And what makes you smile?
“I’ve been with Cake for 16 years, where Sugar Candy started as just a style & project that took almost two years from concept to closet. When we launched a nursing version, it sold out almost immediately. That’s when we knew Sugar Candy wasn’t just a style, it was the start of something special.
Reading the glowing reviews never gets old; some have even brought me to happy tears. By really listening to our customers, the Sugar Candy range keeps expanding, because women deserve bras that actually work for them, not just look pretty.”
We knew Sugar Candy wasn’t just a style, it was the start of something special!
The Sugar Candy basic bra with its patented U-slings (reinforced platfor and side slings, knitted support panels and flexi-fit sizing is available in a wide of bra and cup sizes in black, rosewood, beige, forest green, baby blue, clay, lavender, plum and from May 2026 cobalt blue. Enquiries – David Finlayson on david@apm-agency.com 07825 091369.
