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Belvia Bra

The Belvia Bra favours comfort over intolerable digging wires and annoying adjusting straps. In fact it is so comfortable you can sleep in it. UK sales of over 900,000 units in six months indicate that women are voting for comfort over looks in the bra department.

Using comfort weave technology, the Belvia Bra guarantees to rid the wearer of the dreaded “fat back” effect of traditional bras. It doesn’t have wires, clasps or adjusting straps. In fact it will leave you comfortable and feeling great without digging into your skin.

JML, the consumer brand and home shopping specialist started selling the £12.99 item in February this year and has sold over 900,000 units since then. It is now selling them at the rate of almost 30,000 units a week in ASDA, Boots and Debenhams. It comes in a choice of white, beige or black colours.

It works with added stretch so that whenever you wear it, it moulds to your body and lifts for the perfect fit and a fantastic looking shape

Suitable for all women, no matter what shape or size, the Belvia Bra is designed to move with your figure but will never stretch out of shape like a traditional bra. Its seamless design moulds to your cup size to give you a shapelier, lifted look.

Dearbhla Mac Fadden, Belvia Bra’s spokeswoman says, “It’s great if you’re fed up with shoving, shifting or moving a traditional bra around. It really is so comfortable, you can’t feel any of the wires and the fabric doesn’t rub at all.”

“Over 80% of women in the UK wear the wrong sized bra. With the launch of Belvia Bra they can also wave goodbye to bad posture, neck and shoulder pain.”

It also makes sizing very simple. Just choose your chest size and let Belvia fit to you. You’ll have a comfortable bra that conforms to your shape without the hassle of chest measurements.

Small: 30'' - 34''
Medium: 36'' - 38''
Large: 40'' - 42''

Each pack retails at £12.99 and is available in white, black or beige from ASDA, Boots, Debenhams and


• Totally seamless
• Stretches and retains its shape
• Choose your top size – no complicated fittings
• No hooks or wires
• No rolls, bra lines or bulges
• No pinching or digging
• Centre rouched for shaping and lift
• Machine washable

For further information please contact:

Jonathan O'Connor
Telephone: 020 7691 3876

This press release was distributed by ResponseSource Press Release Wire on behalf of John Mills (JML) in the following categories: Health, Women's Interest & Beauty, Retail & Fashion, for more information visit