An enterprising young businessman has created the perfect solution for large breasted ladies who struggle to find elegant bras on the High Street.

Mark Johnson set up Braffinity, an online shop dealing purely in lingerie, after discovering very few well-known retailers catered for women with D cup sizes or above. And even when they did aim for that market, the choices on offer were uninspiring.

He believes the contempt shown for the larger market does not encourage women to feel comfortable about the way they look, and consequently contributes to the increase in eating disorders.

He said: “I realised there was a gap in the market after a conversation with my girlfriend a few months ago, and after some extensive research I decided to go for it.

“At the moment, larger breasted ladies are usually treated as an afterthought by most well-known High Street stores.

“The bras on offer are ill-fitting, uncomfortable and unattractive – why shouldn't they have the same options as smaller women?

“I think it encourages women to worry about their size, when they should really just be comfortable with how they look.”

The 20-year-old, who is studying Business Management at Staffordshire University , now imports his range from European suppliers, and is hoping to launch a swimwear collection later in the year.

In the meantime, he is developing the site ( www.braffinity.co.uk ) to include advice on how to measure properly for a bra, and help for any uninitiated shopper looking to buy a gift for their other half.

He said: “Many ladies are unsure what their bra size actually is – it's amazing to think that as many as nine out of every ten women are wearing the wrong size!

“That's why we are offering advice on how to measure up properly.

“Also we've found a lot of men come to the site wanting to buy for their wives or girlfriends, but have no idea where to start, so we've put a few helpful tips there for them as well.

“Hopefully we can help put an end to women wearing ill-fitting bras because they can't find anything better.”

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