Hop online for a better fit

One of New Zealand’s largest lingerie designers is expanding its virtual bra fitting model to remedy poor access to specialised advice faced by rural women on both sides of the Tasman.

Rich Carey

Experts say wearing a correctly fitted bra is essential for maintaining good posture and preventing back and shoulder pain, particularly for those in active work roles.

The digital model developed by Rose & Thorne works by connecting women with professional bra fitters via live online consultations, allowing them to receive personalised sizing advice without the need for in-person fittings, which are often unavailable locally.

Rich Carey, general manager of Rose & Thorne, says rural women across NZ and Australia often face challenges finding bras in the right size due to limited retail options in small towns.

“Women in urban centres have the advantage of in-store fittings and access to a variety of brands and sizes, but rural women are often left with few choices.

Our virtual fitting service ensures they have expert support from the comfort of their own homes. Whether they’re on a farm in Otago, a station in the outback, or simply living far from major shopping centres, they can access personalised advice and a full range of sizes without compromise.

If you open a lingerie store in a rural town, you’d need to stock at least 70 sizes in each bra style, which is simply not viable for most retailers. Our digital model removes those barriers, allowing us to offer a complete size curve, including hard-to-find sizes like 24K.

Many women, particularly those living in rural areas, have gone years without finding a bra that truly fits. Our online tools, combined with live virtual fittings, are making high-quality, supportive lingerie more accessible than ever,” he says.

Carey says the NZ bra market is valued at $254 million and is growing at 3 per cent a year.