The fashion show was an opportunity for Pudding to unveil new premium ranges from exclusive brands such as Lise Charmel and Damaris as well as an increased range of sexy lingerie from 30-40 A-H cups and the brand new Pudding website puddinglingerie.com, where shoppers can now buy online for the first time.

“We’ve had a lot of customers from outside of the region since we opened and we’re delighted that we can now offer the Pudding range to lingerie connoisseurs all over the world – we offer free delivery and luxury gift wrap in the UK so lots more people can sample our luxury lingerie now.”

Owners Paul and Helen Masters were presented with the award for ‘Best Newcomer 2008’ at a Gala Ceremony Evening in London hosted by Underlines Magazine and as Helen said, “Our aim at Pudding is to make our customers feel and look fabulous and we’re really pleased that our approach has proven to be so popular in our first year and earned us the ‘Best Newcomer’ award. We wanted to celebrate our win in style – so we thought we’d treat our customers to a display of some of our fabulous new winter styles and make sure more people can now have access to them too.”

Despite the current economic climate, Pudding says demand for luxury lingerie and expert fitting is still strong. “We’ve found that while people may be thinking more about what they’re spending, they still want quality. In fact, we’ve been delighted with the response to our new premium ranges – these lines are very exclusive, with bras priced at £100 and £130 but we’ve had a lot of demand.”

“We created some eye-catching posters to promote the benefits of sexy lingerie in beating the credit crunch blues and they’ve definitely captured the imagination. We also announced the introduction of our Christmas Gift Hint Service on the night – we can now send a text message hint to men whose partner has a gift list with us- we’ve had quite a few people signing up already.”

Owners Paul and Helen Masters were presented with the award for ‘Best Newcomer 2008’ at a Gala Ceremony Evening in London on 27th July hosted by Underlines Magazine.

The Underlines Best Shop Awards recognizes the best independent and specialist shops in the underwear, swimwear and legwear sector across 7 categories. A panel of industry experts and suppliers of top brands such as La Perla selected the winners out of nearly 300 nominations and 55 finalists from around the country.

Pudding has proved a real hit in Reading since it opened its doors a year ago, thanks to its unique offering of exclusive brands that are new to the area, a wide size range from 30-40 A-H, an expert fitting service and a tailored gift buying service – all of which combine to live up to the Pudding mantra of making lingerie and swimwear shopping a treat.

As owner Helen Masters says, ‘Our aim at Pudding is to make our customers feel and look fabulous and we’re so happy with the response we’ve had in our first year. Winning the ‘Best Newcomer’ award is a great first birthday present for us – it’s like the icing on the cake. As we move into our second year, we’re very excited about some of the great new brands we are bringing in, including more ranges up to G cup and some really stunning lingerie pieces for Autumn/Winter.’

And for anyone who hasn’t yet been to Pudding, August is a great month to visit, the summer sale has just started. Helen adds : ‘ Many of our lingerie and swimwear lines are half price or less so we’re hoping our sale will be a great opportunity for our existing customers to treat themselves to some bargains and for those shoppers who haven’t yet tried us to come in , have a browse and have some fun!’

Want to visit? Check out puddinglingerie.com!

Readers who have not yet heard about Pudding can be forgiven for thinking it’s an odd name for a lingerie shop! That’s because Pudding is far more than the average lingerie shop. Its owners, Helen and Paul Masters, describe it as ‘a luxury lingerie salon, where shopping should feel like a real treat…they want their customers to indulge!’

Their opening catwalk show featured an exclusive range of the world’s best brands, most of which are completely new to Reading. As Helen described, “Shoppers in Reading told us that they’d love to be able to treat themselves to world renowned luxury brands like Rigby and Peller, La Perla, Myla and Roberto Cavalli but until now that has meant a trip to Harrods or maybe an out of the way lingerie shop. There’s also a real demand for expert fitting and a wider size range than other high street stores offer – that’s where Pudding can help.”

Pudding was created to bring luxury lingerie to the high street for the first time and to offer a retail therapy treat for the woman who wants the best fitting and best looking bra , a divine pair of knickers or a stunning piece to wear on the beach that no-one else will have! Bras start at £32 so Pudding also have made luxury affordable to lots of shoppers.

Helen says she is very keen to encourage the women of Reading who haven’t been professionally fitted by a lingerie specialist to come and give it a go : ‘It’s free, fun and can instantly help you look half a stone slimmer and give you a trimmer waist . People often walk out of the salon wearing their new bra after a fitting because they love the change in shape it gives them so much that they don’t want to take it off!’ says Helen.

With more than 50% of Pudding’s research group admitting to having returned lingerie bought for them by their partner, Pudding also offers a tailored gift buying service for men, complete with gift buying advice; luxury gift wrapping and beautifully presented gift vouchers. As Paul, co-owner says “We also have a wish list that our customers can fill in to give some hints to their partner…so now there’s no excuses for buying dodgy gifts in the wrong colour or size!”

Pudding ~ Lingerie that’s good enough to eat

Additional notes
The Pudding range includes lingerie, swimwear, nightwear, hosiery, corsets, accessories and pamper products.
Brands stocked include: Le Mystere, La Perla, Myla, Pleasure State, Roberto Cavalli, Spoylt, Chantal Thomass, SPANK, Verde Veronica, Verdissima , Moontide, Maryann Mehlhorn, Hoola, Barbara, Edencoeur, Amoralia, Plie, Purelime, Girl From Ipanema, Esbelt, Soyelle. Free fitting and gift service available. The website: www.puddinglingerie.com, will be fully transactional from later in the year.