GRAN-KINI SALES SOAR AS FABULOUS-FIFTIES

FOLLOW

HELEN MIRREN’S LEAD!

JD WILLIAMS ANNOUNCES 230% UPLIFT IN TWO-PIECE SALES

THIS SUMMER

Kim Cattrall exemplifies body-confidence, Helen Mirren’s beachwear sparked a soar in Gran-kini

sales whilst a Nigella Lawson cover-up is officially out

JD Williams has announced a growth of +227% YOY in bikini sets driven by women who

were ironically born around the time of the two-piece’s invention in 1946. Separates are

selling especially well – in particular the high-waist brief as favoured by Kim Cattrall.

So strong is the trend that swimwear buyers have dubbed the skimpy beachwear the

‘Grankini’.

Rachael Antal, Swimwear Buyer at JD Williams says: “Historically, when British women hit

fifty, there is a noticeable shift in their body confidence – which generally means sales of

one-pieces soar, with bikini sales across this market depleting. The general consensus was

always an urge to cover up with bulky kaftans – note the Nigella Lawson Burkini blunder

back in 2011 - and minimise curves with sculpting swimsuits on the beach and round the

pool. However, since Helen Mirren stepped out looking incredible in a sexy magenta bikini,

celebrities around the world have followed suit, embracing their shape and looking fabulous

in the two-piece.

“A gentle shift in body confidence is certainly apparent as this year British women have

taken note from over-fifties like Kim Cattrall, Carole Middleton, Sharon Stone and Jane

Seymour and consequently our bikini sales have more than trebled.

"A full costume on an older lady instantly says ‘granny’; but wearing a supportive, well-

proportioned bikini is less aging and accentuates rather than hides natural shape. Advances in

swimwear technology mean that we can now create bikinis that flatter a mature shape. Wider

straps, gage wires and built-in mesh support hoist and shape breasts in the same way that

lingerie does, while bikini bottoms with higher waist lines offer coverage for any wobbly bits

or stretch marks. Women over 50 are responsible for £6.7 billion of British fashion spend and

much of this is apportioned to the summer wardrobe.”

Rachel MacLynn, Chartered Psychologist and Matchmaker, comments: “By 2050 the over

50s will account for 2 billion of the population. The term ‘flat age society’ has been applied

to this constantly expanding market who manage the ageing process in a way our

predecessors did not.

"There are no rules to say when a woman should retire her bikini.

Women over fifty are as interested in looking glamorous as their younger counterparts; and

the beach is no exception. Traditional age barriers no longer exist - meaning that customers of

all ages are confident about fashion – which would explain why so many fifty plus women

are confident in a ‘Grankini’ rather than feeling vulnerable next to women half their age.”

With over 140 year’s expertise in fit and fashion, JD Williams, part of the N Brown Group,

caters for 3 million customers. They refuse to adopt a ‘one size fits all’ approach, instead

focusing on clothes that fit and flatter, making shopping for fashion easy and enjoyable

whatever your size or shape.

Get the look:

Be a beach babe like Kim Cattrall Turn

heads like Helen Mirren

Magisculpt body-sculpting bikini by JD Williams Cleo Plunge

Bikini

Top: B-F, 34-46 at £25 Top: £31

up to 38FF

Briefs: £18 Briefs:

£16.50

*Available from www.jdwilliams.co.uk/shop/swimwear

- ENDS –

For more information, images or interviews please contact fashion@z-pr.com or

telephone 0207 896 3404

Notes for Editors N Brown Group is a leading multi-channel retailer headquartered in Manchester employing over 3.200

people. The company's strategy has been to focus each of the brands in its portfolio towards niche markets

which are poorly served on the high street, such as the plus size and more mature customer segments. The

Group has total sales of over £780m as of January 2013 with online sales representing over 53% of total

revenue. As part of its multi-channel strategy, N Brown Group operates nine Simply Be stores across the

UK of which six are dual facias with Jacamo. Current brands include Simply Be, Jacamo, Fashion World,

JD Williams, Marisota, House of Bath, Figleaves, Gray & Osbourn and High and Mighty. The Group is

listed on the London Stock Exchange (LSE: BWNG) and is a constituent of the FTSE250.

Other ‘fab over fifty’ celebs in the Grankini: Carole Middleton, Jerry Hall, Jane Seymour,

Sheryl Crow, Denise Welch