Lingerie Companies

Since the mid-1990s women have had more choice in bra sizes; the focus has changed from choosing bras in an average size to wearing bras that actually fit perfectly. In the UK, for instance, the media is fueling an awareness campaign about the need for each woman to have a proper bra fitting before every purchase.

Other companies have provided made to measure alternatives. The world famous French House of Cadolle, now owned by the fifth generation Cadolle, Poupie Cadolle, makes bras, corsets and other lingerie on a made to measure basis (also known as Demi-mesure for clothes adapted to fit the customers' measurements). The made to measure method is also used by British firm Kate Gibson Lingerie, founded by Kate Mellor and Katy Gibson. Kate Gibson Lingerie, taking the opposite track from Bravissimo, only produces petite lingerie for women who wear AA to 34B cup bras, thereby provided choice for smaller women. Both Cadolle and Kate Gibson Lingerie use couture fabrics and laces to created designer lingerie and petite designer lingerie.

Within the UK the choice of lingerie available is vast. In London Rigby and Peller are famous for their fitting service, and produce their own branded lingerie that sits alongside other brands such as Lejaby, Prima Donna and other premium brands. Bravissimo specialises in larger cup size bras, and has a huge choice of Fantasie and Freya. For more provocative sexy luxury lingerie Agent Provocateur is available in major UK cities and online. A newer brand Boudiche emerged in the last few years with boutiques in Scotland offering designer brands sourced from around the world, including from America Kiki De Montparnasse, Undrest, and more unusual brands such as I.D. Sarrieri from Romania.

Drapers magazine, runs it's annual Drapers Awards and includes a category for 'Best Lingerie Retailer' in the UK. In 2007 this was won by Scottish Lingerie Retailer, Boudiche, in 2006 by Marks and Spencer, and previously Figleaves held the title for 2 years running.

Companies such as The Natori Company, founded in 1977 by Josie Natori have helped expand lingerie beyond bras and underwear into the areas of sleepwear and loungewear, creating clothes that can be "worn either to bed or out on the town."