Curvy Kate
 | |
| Founded | 2009 |
|---|---|
| Headquarters | Vyners House, Milton Road, Ickenham, UB10 8NQ, Uxbridge , United Kingdom |
Key people | Steve Hudson (Founder/Director) |
| Products | Lingerie & swimwear |
| Brands | Curvy Kate & Scantilly by Curvy Kate |
Curvy Kate is a lingerie brand specialising in D – K cup Bras and Swimwear. They are currently based in Uxbridge, London. Curvy Kate officially launched in July 2009 at the Harrogate Lingerie Show.
By 2010, the brand had expanded internationally and was stocked in more than 100 retail stores worldwide, with the United States becoming one of its largest export markets.[1]
In 2012, the company launched its first bra-sized swimwear collection and extended its size range to include K-cup products.[1]
In November 2015, Curvy Kate launched Scantilly, a lingerie sub-brand aimed at fuller-bust customers.[1]
Products
[edit]Curvy Kate designs and sells lingerie and swimwear for fuller-bust customers. The brand's products are offered in D–K cup sizes and a range of back sizes from 28–44.[2]
Marketing
[edit]Curvy Kate became known for its "Star in a Bra" competition, which selected members of the public to model for the brand. The competition later expanded internationally, including editions in Australia and the United States.[3]
Winners included Emma Tabor (2008), Lauren Colfer (2009), Laura Ann Smith (2010), Lizzie Haines (2011), Sophie Morgan (2012), Lotte Williams (2013) and Sophia Adams (2015).
In 2014, the company replaced the competition with a campaign known as "Model Mates".[1]
In 2026, Curvy Kate undertook a refresh of the brand, updating its logo and on-site customer shopping experience, as it continues to strive for innovation with shoppers’ needs in mind.
Reception and media coverage
[edit]In 2015, Scantilly launched the "#TheNewSexy" campaign, which featured models from a variety of backgrounds, including a transgender woman, an amputee and a woman with alopecia. The campaign received coverage from fashion and lifestyle media for its emphasis on diversity and representation.[4]
The campaign later attracted international media attention after several related advertisements were removed by Facebook for allegedly breaching advertising policies. Following an appeal by the company, Facebook reinstated the advertisements and stated that they had been removed in error.[5]
Curvy Kate also designed its very own sports bra focused on the fuller bust customers. This received praise from Women’s Running in 2026, as one of the best running bras for bigger busts.[6]
Awards and recognition
[edit]In 2011, Curvy Kate won the Fuller Bust Brand of the Year category at the UK Lingerie Awards.[3]
In 2012, the company won both Fuller Bust Brand of the Year and Best Marketing Campaign at the UK Lingerie Awards.[3]
In 2014, Curvy Kate became the first lingerie brand to win Drapers Womenswear Brand of the Year.[1]
In 2019, the company received Drapers Lingerie Brand of the Year.[1]
In 2022, Curvy Kate won the Drapers Best Place to Work award.[7]
In 2025, Curvy Kate was named as one of The Times Best Small Places to Work.[8]
In 2026, Curvy Kate was named as one of The Times Best Small Places to Work.[9]
References
[edit]- 1 2 3 4 5 6 "Curvy Kate History". Curvy Kate. Retrieved 15 June 2026.
- ↑ "Curvy Kate: D+ Bras & Swimwear for a Feel-Good Figure". Nichebrand. Retrieved 15 June 2026.
- 1 2 3 "Curvy Kate". Lingeriepedia. 9 August 2014. Retrieved 15 June 2026.
- ↑ "This Diverse Lingerie Campaign Is Exactly What the Fashion Industry Needs Right Now". SELF. Retrieved 15 June 2026.
- ↑ "Something remarkable happened when Facebook banned these body positive, pro-diversity adverts". Yahoo News. 1 August 2016. Retrieved 15 June 2026.
- ↑ "The best running bras for bigger boobs". Women’s Running. Retrieved 15 June 2026.
- ↑ "Curvy Kate – Best Place to Work!". Underlines Magazine. 18 November 2022. Retrieved 15 June 2026.
- ↑ "202best small places to work 2026". The Times. 23 May 2025. Retrieved 15 June 2026.
- ↑ "195 best small places to work 2026". The Times. 22 May 2026. Retrieved 15 June 2026.
