Bravissimo case study: Bust breakthrough

Women with more than a C-cup bra size have embraced Bravissimo, but its new marketing strategy using email to drive customers to its website will ensure the company's future growth. Bravissimo, the purveyor of bras for what its founder calls the "big-boobed woman", is the sort of British success story journalists love to write about. For its founder, Sarah Tremellen, it's a true zero to hero story. She launched the company from her sitting room in 1995 after giving birth and discovering the range of bras she was used to didn't exist above a C-cup. Nine years later and she is the holder of Cosmopolitan's Woman Achiever award, a former Entrepreneur of the Year, and Bravissimo has scooped the Best Lingerie Retailer Award every year since 2000.