SEARS ENCHANTMENT: Sears, Roebuck & Co. has gotten on the bandwagon for cleavage-enhancing bras with a private label number called the Enchanting Uplift, introduced last month.
” We believe that padded push-up bras are the best thing to come along in intimate apparel in a long time — especially now, with the structured fashion looks in apparel,” said a spokeswoman for the chain.
The bra retails for $12.99 and comes with a coordinating brief at $5.99. Colors are black, white, teal and berry. The A cup sizes are available in 32 to 36, B cup sizes are 32 to 38 and C cup sizes are 34 to 38.
The spokeswoman noted that Sears’s private label push-up bra was featured in a sale Aug. 14-20, and was a “major hit.” The sale price of the bra was $9.69, and the coordinating brief was $4.49.
She added that Sears will periodically offer the bra in additional fashion colors, with solid red and solid gold on tap for October.

PENNEY’S AMAZEMENT: Nancy Hillis, buyer of bras and shapewear for J.C. Penney Co.’s retail and catalog operations, said, “We’re glad about he whole cleavage-enhancing category, because it brings more customers into the stores. It’s got the customer thinking about bras again.”
In August, Penney’s introduced Wonderbra by Sara Lee Foundations, which retails for $26, and two private label numbers — Dream Maker by Adonna, for $15, and The Amazing Bra, for $14.
“The Amazing Bra has been excellent,” she said, noting that it also is sold at an everyday price of two bras for $24.
“We have already sold tens of thousands of our private label bras,” said Hillis. She further noted that 900 units of Wonderbras are typically sold in a two-day period, when Penney’s receives a shipment of about 1,200 units.

WEEKEND PUMPS UP: Weekend Exercise Co. is introducing its first cleavage-enhancing sports bra this week in its line of Marika bodywear.
The padded push-up bra of cotton and Lycra spandex is called Power Lift-Her Bra. It features insertable padded cookies that slip into the inside pocket of the bra top, pushing the bosom up. A rubber elastic sewn into the seam under the bustline contours the bust upwards and offers additional support, much like an underwire bra.
Norm Zwail, president of Weekend Exercise, San Diego, said, “We’ve combined the technical aspects of a sports bra, with the fashionable and functional aspects of a push-up bra.”
Marika’s padded-push-up sports bra wholesales for $16, and a coordinating bike short with a side pocket is $14.50. The sports bra comes in S, M and L sizes. Colors are solid white, black, and denim blue.
Distribution is aimed at department stores, specialty shops and sporting goods outlets.