A county Wexford lingerie shop – Linnoco Lingerie – has been nominated as Ireland’s Favourite Local Business 2026. The competition has €2,000 in County Wexford Shop Local Gift Cards as a possible prize.
Backed by County Wexford Chamber, people can nominate their favourite local business in the competition, free, by giving the name of the local business they think deserves to win and a reason. Ireland’s Favourite Local Business which receives the most nominations in the competition will win a €1,000 Town & City Gift Card, such as the County Wexford Shop Local Gift Card, with one person who nominated the winning business receiving a €1,000 Town & City Gift Card.
Linnoco Lingerie, located on North Main Street Wexford, was set up by Sasha Roche Kelly, a former oncology nurse who wanted to support patients post breast cancer diagnosis, evolving into a lingerie shop that supports body confidence and self-esteem in women.
Sasha said:
With 14 years’ experience as an oncology nurse, I witnessed first-hand the impact of lymphoedema on many patients following a cancer diagnosis and treatment. This inspired me to train as a lymphoedema therapist, where I became increasingly aware that many women were wearing ill-fitting bras and had limited access to specialist mastectomy bra-fitting services.
In response, I established Linnoco in 2018 as a one-to-one fitting service to help women find comfortable, well-fitting bras suited to their individual needs. During the pandemic, I developed a home-measuring toolkit to support patients who were unable to attend in person. What began as a way to keep the business going quickly became invaluable market research, revealing a much wider demand for an inclusive lingerie shop catering to women of all ages, shapes and needs.
Following the insights gained through this research, Linnoco Lingerie opened as a bricks-and-mortar boutique in 2023, creating a welcoming space for the young to the young at heart. Today, we offer a carefully selected range of lingerie, swimwear and accessories, with a strong focus on comfort, choice and body confidence.
At Linnoco Lingerie, we operate on a no-appointment system, giving women the freedom to decide on the day whether they would like to be measured. We understand that bra fitting can feel daunting or uncomfortable for some, which is why we strive to create a relaxed, supportive and judgement-free environment where every woman feels welcome and valued.
The philosophy behind Linnoco Lingerie is that finding the right bra is about much more than appearance. A well-fitting bra can improve comfort and help reduce strain on the back and shoulders, particularly for women with heavier breast tissue. Our aim is to find the perfect fit for each individual, taking into account her unique shape, needs and preferences, so that every woman can enjoy the comfort, support and confidence that the right bra can bring.”
Nominate Ireland’s Favourite Local Business competition free at: www.lovelocalwin.ie until the 30th November 2026. Linnoco Lingerie is also a finalist in Stars Underlines Best Shop Awards being held in London on 5th November!
