Revolution at Lindex – bra shopping in a new way

Lindex launches an entirely new way of presenting bras, where the range will from now on contain 11 different fits. This will make it easy for customers to always find their favourites. The Bra-volution campaign will also be unique, since its models will in fact be Lindex employees.

Many people find it difficult to find a bra with the perfect fit. But our new, revolutionary way of presenting lingerie will make it easier, quicker and more convenient for customers to shop for their bras in the future, both in-store and at lindex.com, says Inger Lundqvist, Lingerie Manager at Lindex.

Lindex’ new way of presenting lingerie is based on each woman’s specific needs and preferences. The bra range consists of 11 different fits in various sizes. When the customer has found her perfect fit, featuring a specific name, she can feel confident that the fit is always the same. There are several different materials and colours to choose from and customers can match their bras with several different panties options.

“For example, if “Wow” is one of your favourites, you can quickly and easily find several versions of it all in one place. It makes your purchase easier, both when you shop in-store and online,” Inger Lundqvist explains.

The new bra range is developed through extensive customer trials where women of different ages, bra sizes and preferences tested several bra styles. Lindex’ extensive experience of lingerie and women’s bodies and employees’ knowledge have also contributed to the new approach.

The Bra-volution campaign is unique, too. The models are in fact Lindex employees who have expressed an interest to try their hand at being a model for a day, and there was a great interest.

“Our employees are very knowledgeable when it comes to lingerie, and are therefore an obvious choice of models for this lingerie campaign. They have already found their perfect fits and we want the campaign to inspire our customer to find theirs,” says Inger Lundqvist.

Lindex’ longstanding history and our employees have made us experts in lingerie. We are taking a giant step now toward becoming the best at lingerie, Inger Lundqvist concludes.

The new lingerie range will be available at Lindex stores and at the webshop online from 5 May. The campaign is being launched during the weeks starting 5 May and 12 May and will appear in various channels such as print, outdoors, stores and online.

For more information, please contact:
Kaisa Lyckdal
Press Relations Manager, Lindex
Phone: +46 (0)31 739 50 60
E-mail: kaisa.lyckdal@lindex.com

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