Maternity lingerie continues to rise - Mary Holland

28 Sep '11

2 min read

Over the past few years, Australia has experienced a revolution in the Maternity underwear market. The market has seen brands such as "Cake Maternity Lingerie" and "Hotmilk" take the traditional utilitarian approach to maternity underwear and turn it upside down. Mothers are now designing for mothers, with first-hand experience in mind.

They are creating lingerie with beautiful laces and gorgeous detailing and combining this with the required and practical structure to launch brands that are tailored to the fashionista and what is now known as the "Yummy Mummy". It is a relatively new concept to see matching briefs available with maternity bras. We are now seeing briefs and thongs and French knickers along with beautiful matching negligees structured with excellent support for expectant mothers, and sexy laces and fabrics.

Mothers no longer have to make do with the basic offerings in department stores and are turning to boutiques like Mary Holland to infuse glamour into their maternity underwear. Beautiful bras, knickers and stunning sleepwear are now essentials that are readily available at Mary Holland which has fast become known as the one-stop-shop for the "Yummy Mummy" lingerie requirements. Their exclusive fitting service and wide range of lingerie have given Mary Holland the title of number one maternity lingerie destination in Sydney and online.

As the growing demand for stylish and supportive maternity lingerie continues to rise, Mary Holland has announced plans to significantly invest in stocking a wider range of products to ensure their style conscious customers are able to continue their approach to lingerie through their pregnancy and post birth.

New styles from "Hotmilk" such as One and Only which has been made from a beautiful spotted microfiber with stunning matching briefs, the new Eclipse Black Lace Bra and French knicker sets as well as the luxurious Nightfall negligee are perfect examples to be released first week of October and are expected to be exceptionally successful.

Mary Holland is a leading online Lingerie, Sleepwear and Swimwear e-tailer with a leading chain of stores with specialist fitting services in Sydney, Australia. Founder, Belinda Roelofs is a well known authority in the industry on both lingerie and swimwear trends, designers and products. The Mary Holland range includes brands such as Pleasure State, Elle Macpherson Intimates, Seafolly, Baku, Ginja, Nancy Ganz, Fayreform, Curvy Kate, Freya, Berlei, Bendon, Little Minx, Leg Avenue, Shirleys and many more.

Mary Holland Lingerie

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