WITH the economy in crisis and the days getting darker it’s a depressing time of year, but one company is hoping to give cash-strapped punters a lift – with a 99p BRA.
Customers can snap up the recession BUST-ing lingerie for less than the price of a cup of coffee.
Its makers claim that the bra, the first to be sold for under a quid, has a ‘silky, satin smooth feel’ to rival its higher-priced counterparts.
Discount retailer 99p Stores will start stocking the padded bra, available in black, white and ‘natural’ colour from today (FRI).
Made mostly from polyester, it also features a decorative bow at the front.
The store is hoping the budget bra, available in sizes 32-36C, will match the success of its ‘itsy bitsy teenie weenie 99p bikini’, launched in 2009.
Its release comes just a day after US lingerie giant Victoria’s Secret unveiled a USD2.5 million, diamond-studded bra to be worn by supermodel Miranda Kerr at its annual fashion show.
And in a further attempt to set itself against luxury brands, the cheeky retailer is about to open a store next door to a branch of posh department store Harvey Nichols.
Boss of 99p Stores, Hussein Lalani, said that the company decided to launch the garment nationally after a successful trial in a few of its stores.
He said: “The response has been very good. Obviously, due to the tough economic times everyone is looking to save money where ever they can and I guess this bra has hit the market at the right time.
“I’m confident we’ve produced the best value bra in the country.”
He added that the company, which already produces a range of lacy knickers, was working on a design a matching bra.
He said: “Who knows? We might see the first 99p lingerie set soon.”
Model NAME, AGE was one of the first to try out the new bra.
The pretty blonde/brunette from PLACE said that she was surprised at how the bra compared to department store and high street equivalents.
She said: “I was a bit apprehensive at first because I’ve bought low-priced bras before and they were very uncomfortable.
“But this one was actually really pleasant, and I could see myself wearing it to work.”
NAME even said that the sassy black version of the garment might not just be reserved for during the day.
She said: “I’d feel confident wearing this for my boyfriend in the bedroom – although I doubt he’d care much about how much it cost!”