When the Berlei lingerie company was first started in 1917, the Australian entrepreneur Fred Burley commissioned a special survey of the women of his homeland so that he could identify the most common forms of the female figure. Based on these vital statistics, he created a range of readymade corsets designed to fit as comfortably as traditional tailored underwear. Selling lingerie like this meant that the modern woman found being shapely became more affordable easier to cater for. When Berlei launched in the UK a few years later it was a hit with the likes of Vogue magazine, and the company went on to create many innovations in ladies underwear, including the first maternity bra, the Minimiser bra and, in the 1990s, the Berlei Shock Absorber sports range was endorsed by athlete Sally Gunnell. Our Berlei brand store reflects the companys ethos to create lingerie for every life stage, mixing attractive designs with trim comfort and patterns cut for full support.