Lovable
This iconic brand was born in America during the 1930’s, apparently it’s unusual name was bestowed upon it by a female clerk who worked for the underwear firm. Upon being shown some of the brand new lines which had recently designed she was heard to proclaim, “Lovable oh so Lovable!”, and a star was born! more…
Current Bestsellers…
 Madison Honeydew and goldust range with bustier, uplift bra and brief. |
 Belle Du Jour Striking collection featuring a gorgeous floral print. |
 Marissa Black microfibre range with cream lace detailing. |
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Discounts & Special Offers…
The Underwear Brands site has a dedicated voucher codes section. To see current discount codes on this range, click here to view them in a new window.
Brand Profile
In 1950 the brand reached Australian shores selling well priced, good quality underwear. By 1963 the business had grown considerably and was employing 37 people. Just a decade after that, 150 people were working to bring moderately priced undies to women all over Australia and the rights to Warners lingerie had also been acquired.
In 1986, ownership of the license was transferred to the Gazal Corporation. The same year new sleepwear and Manchester lines were released, extending the popular appeal of the label.
In 2004, the design team realised that there was high demand for larger cupped bras in the Aussie market. The range became available in sexy, fashion forward styles in cup sizes up to E. The brand is one of the few that allow larger cupped ladies to wear comfortable, strappy, and fashionable lines that can be worn underneath a variety of clothing. The following year, Lovable created their brand new maternity bra line which sold out all over the country in just a few short weeks. Ever maternity line, which is an immediate success – selling out nationally in weeks. By 2006 a sports bra line had been launched to provide stylish but comfortable bras for active women.
This label with American origins has become an Iconic Australian lingerie brand. Most department stores carry the brand, and with good cause. Their underwear lines are great value, excellent quality, and fabulously sexy! To find out more about the current collections available up to an E cup and to locate stockists near you, visit their brand website at: -
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I For many years I used the baroque underwire bra in size 10 C. I was very disapointed when it was discontinued and have since noticed lovable has decided to doscontinue other styles in size 10C. It is very frustrating. If possible could I place a special order for the baroque style in 10c. I don’t mind if a bulk order is required. I very much look forward to receiving an answer to this question. Thank you . Chris.