Bigger busts behind new Bendon bra

As average bust sizes grow larger around the world, Auckland-based Bendon is launching a new label intended to be the "world's first larger cup size bra with a focus on fashion, not simply function".

The launch of DimitySO was a response to a worldwide trend towards bigger women's breasts, the company said today.

"The average bust size is definitely increasing around the world, particularly with young teens," Bendon general manager design Sue Dunmore said.

Interest from retailers around the world in the new brand had exceeded expectations.

Bendon said the average bra size in Britain was now 36C, compared to 34B a decade ago. In this country, D cups and larger now accounted for nearly half of all the Bendon bras sold.

The new label, for women with a D cup or larger bust size, will be launched next month in this country, the United States, Britain and Australia.

- NZPA