Elila is expanding its size range to include A-cups.
The brand, which caters to plus-size women, will introduce A-cups in its soft cup bra in band sizes ranging from 36 to 54. The bra, which will be available for fall, offers medium support and comes in white, nude, black and celestial blue. It retails for $45.
“Nobody seems to get A-cups right for the plus-size woman because the body shape is not considered. So we decided to consider it,” said Ellen Jacobson, who founded Elila in 2004.
Jacobson has roots in the lingerie industry. Her grandmother, Helen Jacobson, founded the Goddess Bra Company in 1945, which was purchased by Wacoal as part of the Evedon acquisition in 2012. Elila is currently sold in over 300 retailers including Kohl’s, Her Room and Full Beauty.