INTIMAS Level 1, Westfield Derby

A DERBYSHIRE lingerie company is helping women in the county find comfortable, stylish and properly-fitting underwear.

Long Eaton-based Intimas opened a branch in Derby's Westfield centre in October 2007 and has since seen hundreds of women use its bra-fitting service.

With all staff trained to measure and fit underwear, shoppers are encouraged to take their time choosing the perfect item.

Store manager Lesley Heldreich said it was surprising how many women were wearing the wrong sized bra without realising it.

She said: "Our bra-fitting service is very popular and we're very proud of the fact we take time with each customer to ensure they get the perfect fit.

"We are finding that the shape of women is changing and that people now need bigger cup sizes but smaller backs, so our cup sizes go up to a G cup and our backs go as low as 30."

Intimas, previously known as wholesaler the Sherwood Group, re-branded in 2006 and launched its retail division at that time.

It operates discount stores in Long Eaton, Braintree, York and Castleford, as well as its store in Derby.

Lesley said she believed it was the range of items on offer at Intimas that made it popular with customers.

"There is something for all budgets.

"We have a basic range, which starts from as little as £3, and then we have the more luxurious brands such as Ted Baker.

"It really is a broad spectrum."