Frills on everything - except the price! (From Penarth Times)

Frills on everything - except the price!

THE VALE of Glamorgan has a new business to tempt shoppers - and it's keeping itself as 'brief' as possible.

Lingerie for Less has been trading for nearly two months in Holton Road, Barry and trade is starting to look up for owner Lynne Thomas.

Originally from England, Lynne was the buyer for C&A's lingerie department in the UK and Europe for 18 years.

Her new shop has many attractions for customers. Not only does she offer a wide selection of very reasonably priced lingerie, but she can measure women for the right fit, order specific sizes and styles and cater for nearly ever figure.

Lynne told the News: "At the moment, because I don't have a great amount of buying power, I can't keep a huge supply of sizes in the shop.

"But I can order bras for the bigger bust and I can normally keep the cost well below the recommended retail price."

There is a great selection of nightwear, from woolly winter pyjamas and socks to slinky satin negliges. At the moment, Lynne stocks women's and girls' wear, but is about to branch out into men's and little boys' wear.

For the casual browser, there are some fabulous bargains to be found, from everyday briefs to flattering gel-filled bras, to a bridal range.

There's a fun choice of party undies with funky decorations. And there are even red and black PVC sets with contrasting fur trim - very festive!

The problem Lynne has found so far is that she is not used to promoting her own image. "All I had to do when I worked for C&A was place a call to the marketing department. But now I have to think of all ways to let people know I'm here. When customers pop into the shop out of interest, they normally find something they like and walk away very satisfied." When the shock announcement came that all C&A stores in the UK were to shut, it gave Lynne the push she needed to get out there and go it alone.

She said: "I had so much experience gleaned from my old job, but this is so new. I am learning something every day. I get help from Business in Focus. They helped me in the beginning by offering useful advice, and now I'm up and running, they still help by being there for me, just someone I can talk to if I need a sympathetic ear."

The shop at 89 Holton Road had been empty for a long time, and when Lynne drove past one day, she thought it would be the perfect place for her new idea.

She said: "It's probably a bit of a mystery how a woman from England, based in Europe, came to open a shop in Barry. But it's quite simple really. I met a man in Northampton who was Welsh born and bred. I followed him home, and that's where we've stayed.

"When I saw this unit, I knew I wouldn't have to do anything to the shop. I put in an offer and it was accepted."

Lynne was based in London for five years and commuted Monday to Friday. Then she was transferred to Germany and spent three years flying back and forth.

She said: "I was very upset when I was made redundant, but to be honest it's given me a bit of my life back."

Lynne and her husband Andrew have four children, aged between two and ten. Andrew is a partner in the Cowbridge-based firm Herbert R Thomas, so the Vale of Glamorgan has been a part of Lynne's life for a long time.

Between losing her C&A job and opening her shop, Lynne has realised how important it is to spend time with her young family.

She added: "I've got the lease on the shop for just six months while I test the water. If I find there is a demand, then I will stay in Barry, and even expand.

" what I really need is the support of local people. Even if they just want to come in and be nosy, they're more than welcome. I have customers as far as Cardiff and the feedback has been very positive.

"And I'm sure that if there's nothing to tempt you at the moment, there soon will be."

The shop is open Mondays to Saturdays, 10.30am to 4.30pm.