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Elly

Changing perceptions about buying bras is an ongoing pursuit for The Pantry Underwear founder Eloise Rigby, who opened her first store in Islington in 2016. “Women in the UK seem to place less value on underwear because it’s something that no one else sees." 

The former sales & marketing head says there’s also an intergenerational belief that there’s only one place to buy underwear: “Marks and Spencer has cornered the market for decades,” she says. “The nation is so used to that experience, women often believe anything else is out of their price range.”


Now with a portfolio of three physical stores and a thriving e-commerce business, she is breaking the mould when it comes to bra shopping. Her team (AKA Pant Patrol) offers an informal yet informative service with staggering numbers of 5* reviews, inside contemporary and welcoming retail spaces and via the groundbreaking online bra fitting service, from the comfort of home.