2017 marks the 9th Stars Underlines Best Shop Awards and, with the nominations and guest list growing every year, this is arguably the only lingerie event to attend! The atmosphere of the event is always great and the Shakespeare’s UnderGlobe is such a romantic and beautiful venue to spend an evening in.

A Breakdown of the Stars Underlines Best Shop Awards

The tickets at £145 + VAT include a fabulous 3 course meal with wine at the table and a champagne reception. Congratulations and many thanks to Pam Scott, Editor of Underlines, who works tirelessly to pull off this fabulous event year after year.

There are now 15 awards in total, including the brand new Industry Hero Award. At the Stars Underlines Best Shop Awards, nominations include some of the leading lingerie brands in the UK, such as Panache, Charnos, Anita, Chantelle, Empriente, Wacoal & Maison Lejaby. These brands compete for the coveted awards, such as:-

  • Best Concept Store
  • Best E-tailer,
  • Best Independent Dept. store
  • Best Personal Touch

and the Superstar Awards…

Wonderful winners

Here’s a rundown of all the winners!


The Best Newcomer Award went to: Liz Brighton, founder of Odette Lingerie Ltd. She has over 30 years’ experience in the Industry.


The Best Concept Store Award went to Guny Patel of Kinari in Kinsdale, Ireland. Kinari was shortlisted as one of 13 high-standard specialist shops in the Irish Times.


The Large Department/Chain Store Award went to House of Fraser. 2017 saw re-fits across the top 16 HOF Lingerie departments which created stunning new intimates’ destinations.


The Independent Department Store Award went to Jarrold in Norwich, who offer a superior shopping experience.


The Specialist E-tailer Award went to Lingerie Outlet Store, a Swindon based business. The store has grown by 2000% in the last 18 months alone. This was achieved by introducing a new web platform and full price merchandising.


The Multi-product E-tailer Award went to Bravissimo.com, who boast 950 thousand unique users every month!


The Legwear Retailer of the Year Award went to Fenwick in Colchester. The business had recently refurbished their leg wear department.


The Personal Touch Award went to Pretty Things of Buckhurst Hill, who have been successfully trading for 32 years!


The Reference Shop Award went to Harts of Monmouth, established in 1972.


Claire Woodall won the Special Care Recognition Award for her shop, Lincoln Bra Lady. She has “bra angels” that are very much part of the local community.


The Excellence & Outstanding Achievement Award Runner-up was Embrace.


The Excellence & Outstanding Achievement Award winner was Belle Femme.


The Editor’s Choice Award was won by Winch & Blatch.


The Superstar Award was presented by last year’s winner, Carol’s in Bishops Stortford, to Chantilly of Rochdale… Congratulations!


The Industry Hero Award went to Shaun Moorey, Operations and Finance Manager of Chantelle Lingerie.


Finally, a well-deserved Supplier of the Year Award was presented to Wacoal Europe.

Do YOU want to win at the Stars Underlines Best Shop Awards?

We can provide your company with retail and business solutions that are designed to suit your budget and needs! Whether you’re an established or a start up lingerie brand, we specialise in the following areas to help you:

  • Management – Recruitment, bra fitting courses, branding.
  • Analysis – Financial, budget or market research.
  • Planning – Advertising, shop design and range planning.
  • Buying – Pricing, products and fashion trends.
  • Merchandising – Stock turn, promotions… and much more!

Who Knows! Next year YOU could be up for an award!

Call our friendly team today on 01702 291 524 and take a step towards becoming a better lingerie business!