NATIONAL: The shapewear market continues to expand, with Myer adding what it hopes to be a star product to its range.
The department store is now stocking an anti-cellulite shapewear range called 'Bio-Promise' from Scala Lingerie, an underwear company based in Brazil.
Myer director of fashion and accessories Judy Coomber said Bio-Promise has performed well in international markets and is unlike any other shapewear product currently available in Australia.
"When launched in the UK, the product sold out instantly and we expect to see the same success when we launch it in the Australian market," Coomber said.
Scala Lingerie joins a growing list of labels that now incorporate shapewear into their collections, including Jockey, Bonds, Ambra, Playtex, Wolford, Berlei and La Perla. High street retailer Metalicus also launched a range of shapewear in 2009.
Bio-Promise will also be stocked by independent retailers.