Department stores are to start stocking bras with a K-cup in response to the increasing numbers of British women with an ample bosom.

Trendy-Lingerie.com — In the UK sales of bras in the D to G category have risen 50% since 2005, The Telegraph reports.

Selfridges says that these sizes now account for one in four bra purchases.

Small wonder. A report from 2007 shows that the average breast size in the UK swelled from 34B to 36C in five years, and in September last year the Daily Mail wrote

Compared to the 1950s British women have grown two inches taller, half a stone (7 pounds or 6.35 kilograms) heavier, and have gained seven inches in the waist.

They’ve also gone up 3 shoe sizes, got an inch more in the hips, and have larger breasts.
- Source: British women: taller, heavier, and larger breasts

Two years ago Fantasie was the first lingerie brand to offer a K-cup (in its Kara product line).

Today, warehouse such as Selfridges, Debenhams and online retailers such as Figleaves.com

Trend: Breasts are getting bigger

Helen Attwood, Selfridges’ Buying Manager for Lingerie, said demand for large bras followed the trend for the average woman to weigh more than those of previous generations.

She said: “We are seeing more demand for the larger sizes and especially for fashionable, sexy bras in bigger sizes for younger women.

“We are in general getting heavier and therefore more women have larger busts, but it can even change depending on the time of the month.”

Already, 10,00 women have bought the K-cup from specialist shops, manfacturers Fantasie said.

The most popular bra size in the UK is a 36D, up from a 34B just a decade ago.

Dr Joanna Scurr, a lecturer in biomechanics at the University of Portsmouth said: “Breasts are getting bigger but it’s not just because we are getting heavier.”

The university has carried out research which examined 300 British women over four years and found an increase in the size of the average bosom, regardless of the woman’s weight.

Dr Scurr said: “We don’t yet know the reason but it has certainly made women much more aware of the need for correct support.”
- Source: Laura Donnelly, The Telegraph, Mar. 13, 2010

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