With the new season in mind, Sheer Delight attended the Moda Fashion Show at the NEC in Birmingham on 20-22 February 2011. Here we were able to assess the new brands that we want to bring to you this Spring and Summer as well as see what our current brands have to offer for the new season.

We are very pleased to introduce Felina, Jill Ashley, HOTmilk and Boobs & Bloomers to work with our current brands. Come and see for yourself.

We looked at the brand Felina and sister brand Conturelle by Felina, for a number of reasons. We wanted more choice for our larger-bosomed ladies but as always the key criteria is fit and comfort of the bra. The history of this brand stretches back to the mid-1800s when they made corsetry and has since developed into the quality lingerie brand we know today. Our customers want quality and consistency; when you discover the perfect bra for you, you need to know it will always be there for you.

We know already that we have the perfect brand for a smaller busted lady, but again, wanted to give this customer a bit more choice whilst still keeping an eye on fit and comfort. Jill Ashley is brand new to the lingerie market but what is persuasive about this brand is the quality of the fabrics used in the lingerie, including the best quality under-wires. We think Jill Ashley will bring something fresh and a bit quirky to sit alongside our current brands.

For our customers who are pregnant or breast-feeding we already have collections for absolute comfort and fit but sometimes you want to be frivolous, feminine and sexy so we just had to look at the hottest brand around. HOTmilk is the perfect opposite to our current brands and therefore is the perfect alternative choice for our customers.

Finally, we wanted an alternative choice for our youngest customers and again the perfect brand had to be Boobs & Bloomers. Full of colour and prints, with matching briefs.

This season was about increasing choice and alternatives for our customers. We hope you like what we have brought in for you.