A LINGERIE retailer based in Bradford has launched a brand new sister website.

Belle Lingerie, which is based in Chain Bar Road, Cleckheaton, set-up an offshoot to its main brand last Friday (September 18).

Named, "Sexy Belle", the company describes the new website's mission as offering "sexy, for everybody".

It will stock a wide range of sexy lingerie and nightwear, as well as a size-inclusive range of the clothing (from A-J cup).

There will also be adult toys and accessories available to buy.

Head of Marketing and E-Commerce for Belle Lingerie and Sexy Belle, Adam Dutton, said: “Having retailed lingerie online for over 15 years, we truly understand the need for every woman to feel confident and sexy, regardless of age, shape or size, and that’s why we’re really passionate about pushing our message of offering ‘sexy, for every body'.

"Our slogan cleverly encapsulates and reinforces our brand values, whilst promoting inclusivity – a concept already commended by Belle Lingerie's vast customer base.”

Belle Lingerie is the largest, independent retailer of lingerie and swimwear in the United Kingdom.

The company has launched a separate website, rather than incorporating the new styles into its current one, to not "alienate" its Belle Lingerie customers who tend to shop for "everyday lingerie".

Mr Dutton said: “We had a clear vision from the offset that we wanted to offer two very different moods for our customers, and that’s why ‘Sexy Belle’ will retain Belle Lingerie’s excellent user experience yet provide a different aesthetic and choice of sexy lingerie brands.

"We were keen to address the demand for sexier lingerie within our range but felt that we did not want to alienate Belle Lingerie customers, who are simply shopping for everyday lingerie styles.”

The creation of a new website has in part led to the business expanding its workforce, with several new jobs in the Marketing, Customer Service and Product Administration departments.

There are also plans to recruit additional warehouse staff by the end of 2020 too.

Sexy Belle ships internationally to more than 110 countries and has a wide variety of brands for all budgets.

This includes affordable, sexy lingerie brands, such as: Contradiction by Pour Moi, Scantilly by Curvy Kate and Bluebella.

There will also be high-end, luxury, sexy lingerie brands available too.

This includes: Lise Charmel, Aubade and Coco De Mer.

The remaining quarter of 2020 and the year ahead will see new brands being added to Sexy Belle, with the number of products available expected to triple in the coming months.

For more information, visit: sexybelle.com