How it all began..
Curvy Kate was developed through our original retail business specialising in plus sized bra fittings. We stocked all the major lingerie brands but still found it difficult to offer our fuller busted customers a wide choice of pretty bras in the sizes they were desperate for, especially above a G cup.
So in 2006 we decided it was time to design and produce our own bras, specifically for the DD+ shapes we were used to seeing every day. Our challenge was to develop bras that gave a perfect fit in pretty and flattering designs, and offered great value for money.
We worked with an independent design consultant and tested each new garment on our own customers, gaining feedback on how a great bra should look and most importantly fit. We learnt the importance of firm wing fabric, strong wires, soft elastic and thick wire casing and were passionate about getting everything right.
Over the next two years we improved the quality and fit of the garments and increased the range. From our retail outlets and online business we were able to use customer feedback to perfect our designs. We soon found Curvy Kate was outselling other the leading brands.
Launching the Brand
We had not planned to launch Curvy Kate as a wholesale brand, but by early 2009 we were being approached by other retailers interested in our products as their customers had started asking for Curvy Kate.We were approached by Andy Wrench and Gary Watson who had set up their own agency AWG Brands. Both had years of experience in the lingerie industry and were keen to become UK agents for Curvy Kate.
So with AWG on board we launched in July 2009 at the final Harrogate Lingerie Show to a fabulous response. Within the first year we had over 250 accounts stocking Curvy Kate and distributors selling the brand in 6 countries worldwide including Australia, Canada and Europe.
Launching a new brand in a recession was not perfect timing, but we have been delighted and overwhelmed by the response.
We intend to build on this tremendous start with increased distribution, marketing and advertising. We have widened our product range from D to K cups, and we are launching a swimwear collection for Spring Summer 2012.
