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Stars: Underlines Best Shop Awards announced the winners of their Retail Awards in a glittering Gala Ceremony at the Cumberland Hotel in London’s West End. A guest list of over 215 from both the high street and the regions in the UK and Ireland paid homage to the excellence of retailers.

Unique in the world of retail awards, the finalists do not nominate themselves but our nominated by a jury of 21 leading brands of intimate apparel, swimwear and legwear. From over 340 nominations, 62 finalists were selected with only 8 category winners.

The Winners of the 2011 Awards:

Best Newcomer Award Prohibido of Cambridge
Concept Shop Award Tallulah of London
Department Store Jarrolds of Norwich
E-tail/Direct Selling Award
Editor’s Choice Angela Knight Lingerie
Excellence & Outstanding Achievement Betty & Belle
Personal Touch Shop Award D’Braz of Banstead
Reference Shop Award Sheen Uncovered

This is the 3rd national Stars Awards which are organised by Underlines Magazine, the premier B2B title for intimate apparel, swimwear and legwear in the UK and Ireland. They are part of a larger international co-operation with events in USA (Best of Intima), Italy (Stelle dell’Intimo) and Germany (Sterne der Wasche).
The event was hosted by Chris Ellison (fitting ‘The Bill’ nicely) with entertainment provided by Michael Buble’s UK No 1 Tribute Act (Kriz Kay).

For event pictures, more details, contact Pamela Scott on 020 7729 3664 e-mail: or

This press release was distributed by ResponseSource Press Release Wire on behalf of Underlines Ltd in the following categories: Women's Interest & Beauty, Media & Marketing, Retail & Fashion, for more information visit