While many Australian businesses have been hit hard by the COVID-19 pandemic, at least one has experienced a boom in sales. Big Girls Don’t Cry Anymore registered a 50 per cent increase in online sales of its lingerie during the crisis as women around the country embraced retail therapy to help them get through the lockdown.
“Sales during COVID have really surprised us,” says Big Girls founder Karen Edbrooke. “I think women just want to feel good about themselves while dealing with COVID and treat themselves to a gorgeous new bra. Bras are such a great COVID antidote. Women now have more time to browse online and buy something nice for themselves.”
Karen says her customers have been spending a lot of lockdown time reading, catching up on lifestyle trends and indulging themselves while dealing with the pandemic. “Lifestyle media including magazines are providing an important vehicle for women to stay connected and engaged. Many of our customers are telling us that COVID has given them the time to unwind, pick up a magazine or jump online with a glass of wine and search out new products and spend a bit of money on themselves.
“As a result, sales in lingerie are soaring. Pretty, patterned and luxurious lingerie is selling really well. Our sales have increased so much that we have had to bring on board seven new staff to help us cope with our internet orders.
“We have also expanded our online offerings to help women access products and services during COVID. We now have nine virtual fitting rooms open for extended hours to help women access bra fittings over the internet. My staff are providing virtual fitting services full time to help women across the country access the bras they need while working or isolating at home. We are offering gift vouchers to the value of $30 to essential workers across the country to assist them to access bras with plenty of support while they are working long hours.”
Karen founded Big Girls 28 years ago after she was seriously injured in a car accident, and the company has evolved from a small shop to become Australia’s largest independently owned lingerie and swimwear business. Its latest innovation is Big Girls TV, an online lingerie show for plus-size and curvy women that regularly attracts hundreds of thousands of viewers. Shows include live streaming of lingerie fashion parades and other informational segments using everyday Australian women as models.