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Curvy Kate

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Curvy Kate is a lingerie brand specialising in D - K cup Bras and Swimwear. They are currently based in Harrow.[1] Curvy Kate lingerie is designed for the curvy woman and for small back sizes through to plus size bras with back bands from a 28" - 44".[2] They officially launched in July 2009 at the Harrogate Lingerie Show.[3]

In 2015 Curvy Kate launched a boudoir brand called Scantilly, which offers bras, basques, suspenders, ouvert briefs, knickers and thongs. The ranges are available in DD - HH cup, briefs from sizes S - XXL.

History

Curvy Kate[4] was initially launched through 3 small lingerie stores based in and around London, specialising in plus size fittings. The stores looked to supply customers with all the popular D plus brands.

In 2006 the team designed and produced a range specifically for the fuller cupped woman, specifically launched to be an own brand product but due to its success Curvy Kate was born and others retailers began to sell the plus bust ranges. Steve Hudson, launched Curvy Kate as a wholesale business in 2009 and is Managing Director.

In October 2010 the Showgirl Thrill Me was made in Raspberry/Charcoal for online retailer Bravissimo[5] followed by the Portia design into a Raspberry/Navy colour with a band size up to a 44" back for retailer Simply Yours in August 2011.[6]

In February 2011 Curvy Kate reported their sales had grown 400% in their second year of trading after expansion to worldwide stockists.[7]

In May 2011, Curvy Kate announced that they were extending their product line to Swimwear. Using the Princess lingerie range design the range would include 3 styles of Tankinis and Bikinis with matching briefs.[8]

In December 2011, Curvy Kate announced they were to launch the world's first J cup moulded bra for their Autumn Winter 2012 collection.[9]

In November 2015, Curvy Kate announced the launch of their new brand Scantilly in DD - HH cup sizes.[10]

Star in a Bra

Curvy Kate do not use professional models. They instead run an annual modelling competition called Star in a Bra to look for customer-role models with a D+ cup size with a one-year modelling contract on offer to the winner. Starting in the UK, the competition has grown to Australia in 2011, the USA in 2012 and North America in 2014.

Laura Butler from the 2008 UK Competition, Lauren Colfer from the 2009 and Lotte Williams from the 2013 competition continue to model for Curvy Kate. Lizzie Haines, winner of the 2011 UK Competition received national press for her win.[11] Georgina Horne from blog, Fuller Figure Fuller Bust[12] was a finalist in the 2011 competition also.

Daisy Hill, a finalist from the 2009 UK competition was signed up to model Curvy Kate to be the first ethnic model for the brand. The 2012 USA Star in a Bra winner Krista Cousins will be the second ethnic model used by the brand.

Curvy Kate stance for using real sized models and ethnic models has been warmly received by the lingerie industry.[13][14][15]

De Montfort University Project

In 2010 Curvy kate teamed up with De Montfort University Contour Fashion degree course. A project was set up for the second year students on the course to design a lingerie set. The winner's design would then be put into production for the 2011 Autumn Winter collection.[16] The students would have 10 weeks to create "a DD+ piece to fit the brand’s modern and fun philosophies; making sure to focus on fit, style and support."[17]

Sarah Greenwood won with her design Sugar Rush. Students Ella Chidgrey and Carli Pullinger came 2nd and 3rd.[18] Sarah's design was adapted to Curvy Kate's existing collection by changing the original colour from green to indigo and being renamed Lottie.[19] The Lottie design continued in Black, White and Pink for the 2013 Spring Summer collection.

In March 2011, Curvy Kate announced that they would be running the project again but with an 8-week deadline.[20] Nabila Omar won with her plunge bra design. Students Sara Caspi and Bryony Anne Bennett came 2nd and 3rd.[21] The design was incorporated into the 2012 Autumn Winter collection under the Wild name.

As well as the Create a Curvy Kate project, Curvy Kate has also employed students[22] and graduates from the contour fashion course including their current designer.[23]

UK Lingerie Awards

In 2011, Curvy Kate were nominated for three awards at the UK Lingerie Awards for Lingerie Brand of the Year, Full Bust Brand of the Year and Best Marketing Campaign for Star in a Bra.[24] They won the Full Bust Brand of the Year beating Gorgeous by Debenhams and Miss Mandalay to the award.[25]

In 2012, Curvy Kate were nominated for four awards. Lingerie Brand of the Year, Full Bust Brand of the Year and Best Marketing Campaign for Star in a Bra again as well as the Favourite Lingerie Brand which is voted for by the public.[26][27] They won the Full Bust Brand of the Year again as well as Best Marketing Campaign for Star in a Bra.

In 2013, Curvy Kate were nominated for two awards, a Drapers Womenswear Brand of the Year award and a Fuller Bust Brand of the year award through the Lingerie Awards.

In 2014, Curvy Kate won Lingerie and Beachwear Brand of the Year in the UKFT awards, Lingerie Brand of the Year and Best Blog at the UK Plus Size Awards and Womenswear Brand of the Year at the Drapers Awards.[28]

In 2015, Curvy Kate won Marketing Campaign of the Year for the Star in a Bra competition.[29]

References

  1. ^ "Contacts." Curvy Kate Lingerie. Retrieved on 1 October 2013. "Curvy Kate Limited Unit 1, Hawthorn Centre, Elmgrove Road, Harrow, Middlesex HA1 2RF, United Kingdom"
  2. ^ "Curvy Kate Lingerie". Boudoirlingerie.co.uk. Retrieved 2013-10-24.
  3. ^ Curvy Kate 1st Birthday - Lingerie Buyer Archived 1970-01-01 at the Wayback Machine
  4. ^ "D+ Bras, Lingerie and Swimwear from £7.95- Curvy Kate". www.curvykate.com. Retrieved 2016-06-15.
  5. ^ Curvy Kate Exclusive - Lingerie Buyer[dead link‍]
  6. ^ Curvy Kate exclusive range - Lingerie Buyer [dead link‍]
  7. ^ Slowe, Kat (2011-02-24). "Curvy Kate reports 400% growth". Lingerieinsight.com. Retrieved 2013-10-24.
  8. ^ http://www.lingerie- buyer.co.uk/Members/article.aspx?id=4587
  9. ^ "Curvy Kate Launch "World's First" J cup Moulded Bra – The Lingerie Journal: Lingerie News, Lingerie Trends and Expert Advice for Lingerie Retailers". Thelingeriejournal.com. 2011-12-14. Retrieved 2013-10-24.
  10. ^ "Shop All Scantilly- Curvy Kate". www.curvykate.com. Retrieved 2016-06-15.
  11. ^ Whitelocks, Sadie (2012-01-09). "Lizzie Haines, once taunted about her body, crowned plus size model of the year". The Daily Mail. Retrieved 2013-10-24.
  12. ^ "Fuller Figure Fuller Bust". Fuller Figure Fuller Bust. Retrieved 2016-06-15.
  13. ^ Ethnic Lingerie Models Ignored - Lingerie Buyer Archived 1970-01-01 at the Wayback Machine
  14. ^ http://thelingeriejournal.com/a-look-at-curvy- kate-with-cheryl-warner/
  15. ^ Ethnic Lingerie Models - Lingerie Buyer Archived 1970-01-01 at the Wayback Machine
  16. ^ "Create a Curvy Kate Competition ~ Curvy Kate Lingerie". Curvykate.com. Retrieved 2013-10-24.
  17. ^ "De Montfort student to become the next big thing in lingerie". Easier. 2009-11-24. Retrieved 2013-10-24.
  18. ^ "Curvy Kate Wowed by DMU Lingerie Student's Big Ideas | Lingerie Blog by Lingerize". Lingerize. 2010-03-03. Retrieved 2013-10-24.
  19. ^ "Curvy Kate Lottie bra in indigo review". Brastop Blog. Retrieved 2013-10-24.
  20. ^ Curvy Kate DMU comp - Lingerie Buyer [dead link‍]
  21. ^ "Lingerie student wins underwear competition with Curvy Kate :: Cosmopolitan UK". Cosmopolitan. Retrieved 2013-10-24.
  22. ^ Emily Lawrance - Student Interview - Lingerie Buyer [dead link‍]
  23. ^ "Interview with Curvy Kate's Design and Production Assistant". Blog.curvykate.com. 2011-11-11. Retrieved 2013-10-24.
  24. ^ "UK Lingerie Awards finalists revealed". Lingerieinsight.com. 2011-07-21. Retrieved 2013-10-24.
  25. ^ "Curvy Kate celebrates Fuller Bust Brand of the Year title | News | The Appointment Magazine". Theappointment.co.uk. Retrieved 2013-10-24.
  26. ^ "uk lingerie awards | Special Reports". Lingerieinsight.com. Retrieved 2013-10-24.
  27. ^ "uk lingerie awards | Special Reports". Lingerieinsight.com. Retrieved 2013-10-24.
  28. ^ "The Drapers Interview: Steve Hudson, Curvy Kate". Drapers. Retrieved 2016-06-15.
  29. ^ Clarke, Sarah. "UKLA WINNER: Marketing Campaign of the Year". www.lingerieinsight.com. Retrieved 2016-06-15.
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