At Figleaf, we believe that finding the perfect swimsuit or bra should be an enjoyable experience for every woman. That’s why we’ve dedicated over 25 years to providing an unparalleled selection of stylish, supportive swimwear and lingerie from the world’s top designers.
Our Humble Beginnings
Figleaf was founded in 1991 by Jane Smith, a passionate entrepreneur who saw a need in the market for more size-inclusive and fashion-forward women’s intimates. After years working in the industry, Jane recognised that most stores catered only to a narrow range of sizes and styles. She dreamt of a place where every woman could find quality underwear and swimwear to suit her body and personality.
Armed with a small loan and unwavering self-belief, Jane opened the first Figleaf store in Birmingham, stocking beautiful lingerie and swimwear ranging from A to G cups and 8 to 20 bands. Right from the start, she focused on providing outstanding customer service and building personal relationships with clients.
Word soon spread about this unique, female-led company that celebrated the diversity of women’s bodies. Jane’s boutique fostered an environment of support and empowerment, offering expert bra fittings and advice to women who had never before found their perfect fit.
Nationwide Growth & Becoming an Online Leader
Within five years, Figleaf had expanded to three stores and established itself as a leading retailer in the Midlands area. Jane started selling a wider range of brands, providing more choice for her growing customer base.
In 2000, Figleaf launched their online store, making their personalised shopping experience available to women nationwide. The website allowed customers to browse Jane’s hand-picked selection of intimates and speak to her team of experts from the comfort of home.
E-commerce technology enabled Figleaf to grow faster than ever before. The online store gave us the freedom to offer an even greater range of products and brands to suit every taste and budget. Sales soared as more women discovered the treasure trove of beautiful, supportive lingerie and swimwear available at Figleaf.
A Full Lingerie Lifestyle Brand
Today, Figleaf has become more than just a swimwear and lingerie retailer. We provide all the intimate apparel women need to feel amazing, including:
- Bras – From T-shirt bras to strapless, balcony to sports, Figleaf stocks sizes 28-46 A-K in over 100 top lingerie brands. Our fitting experts help each customer find their perfect bra for every outfit and occasion.
- Swimwear – Flatter your figure on the beach with Figleaf’s unrivalled selection of bikinis, tankinis and one-piece swimsuits, available up to a K cup. We offer tummy control, underwired and mastectomy options in on-trend prints, patterns and colours.
- Nightwear – Lounge in luxury with our collection of kimonos, chemises, slips and gowns from luxury labels like Fleur’t and Bluebella.
- Hosiery – The perfect stockings and hold ups to add a touch of glamour under dresses and skirts.
- Sports Bras – High support sports bras for all levels of activity, from low impact to high intensity training.
- Bridal – Find elegant, comfortable bras and shapewear to wear under your wedding dress.
- Mastectomy – Post-surgery bras, swimwear and breast forms designed with comfort and confidence in mind.
- Brands – From global names like Freya and Fantasie to boutique designers, we handpick pieces from over 100 brands to provide endless choice.
Our mission remains the same as the day Jane first opened Figleaf’s doors – to help women feel amazing and empowered. We believe that with the right intimate apparel, you can take on the world!
At the Heart of Figleaf – Our Core Values
While we’ve grown over the decades, some things at Figleaf never change. The core values Jane instilled still guide our business today:
Passionate Service
Every member of our team genuinely cares about finding the perfect products for your needs. Our extensive training ensures friendly, knowledgeable service every time you contact Figleaf.
Body Positivity
Bodies come in all shapes and sizes – and so does our lingerie. We welcome women of every body type with no judgement, only support.
Quality & Comfort
We’ll never compromise on quality and comfort. Every piece in our collection is carefully selected to flatter, support and delight.
Attention to Detail
From expert fittings to beautifully wrapped parcels, our dedication to the little details sets Figleaf apart.
Community
Figleaf was built on the power of women supporting and empowering women. We foster a warm, welcoming community built on trust.
Our team embodies these values every day to give you the ultimate Figleaf experience in-store and online. We see every customer as an individual and take pride in offering specialised recommendations and a personal touch.
Investing in the Future
Here at Figleaf, we’re always improving our service and expanding our offerings to be your ultimate one-stop lingerie shop.
In 2019, we introduced Virtual Fitting Consultations – online bra fitting sessions with our experts via video chat. These sessions are revolutionising the way women find their perfect fit. You can now get a professional bra fitting in the comfort and privacy of your own home.
We’ve also upgraded our website with new tools to enhance your online shopping experience, including:
- Mobile-optimised design
- Wish list & gift registry
- Order tracking & updates
- Product reviews
- Virtual sizing tool
- Live chat
And we’re not stopping there – soon you’ll be able to book in-person or virtual appointments directly through our website.
Behind the scenes, we’re focused on environmental sustainability. We’ve set ambitious targets to reduce waste across our business, from recyclable packaging to energy-efficient stores.
Our team is also expanding, with a growing number of employees focused on innovation and customer experience. We’re committed to making Figleaf an even greater place to work and shop.
What the Future Holds
We started 25 years ago as a single boutique store, but today Figleaf is one of the UK’s most-loved destinations for intimates. As we celebrate over two decades in business, the future looks brighter than ever.
Soon we’ll be bringing the Figleaf experience to more locations around the country. We have major plans to open new stores so that women nationwide can benefit from our service and selection.
We’re also developing more convenient ways to shop with Figleaf across online, mobile and in-store. An upcoming Figleaf app will make browsing and buying your favourites easier than ever.
And we remain dedicated to sourcing the most stylish, comfortable bras, swimwear and lingerie from leading global brands.Monitoring the latest fashion trends inspires our buying team to continually update our offerings each season.
Most importantly, we’ll continue doing what we do best – providing every woman with the underwear and intimate apparel to feel confident and comfortable every single day.
After all, when you look good underneath it all, you’re ready to take on anything! The future is bright when you shop with Figleaf.
Come Join the Figleaf Family
Does the Figleaf story inspire you? Do you share our passion for amazing intimate apparel? If so, join our team!
As Figleaf grows, we’re hiring for roles across the business – from Customer Assistants to Buying and Marketing. We welcome applications from inspired individuals who want to be part of our mission to empower women.
Our people are at the heart of our friendly, supportive culture. We offer a collaborative workplace where you can develop your skills and progress your career. You’ll receive world-class training to provide the excellent service Figleaf is recognised for.
So if you’re passionate about intimate apparel, people and service, we’d love to hear from you. Browse our current openings online or in-store to find the perfect role.
The Figleaf family is growing – and we’d be delighted for you to join us!
Shop With Us In-Store and Online
If you’re ready to discover your new favourite lingerie and swimwear, visit us online or in-store today.
Explore our website to shop from the comfort of home. Or find your nearest Figleaf store to experience our personalised fitting service.
However you choose to shop, you’ll find everything you need to look and feel amazing at Figleaf.
We can’t wait to welcome you! Discover your new favourite intimates today.
