The most repeated advice in bra fitting sounds logical—until you understand why professional fitters ignore it. Here's what three generations of experience taught us about the loosest hook rule.

The U.S. lingerie market is projected to grow from roughly USD 17–23 billion in 2024 to around USD 31–35 billion by 2033, roughly a 6–8% annual growth rate. Within that, plus‑size intimates have been called a “rare growth market” inside U.S. apparel.

The Curvy Pod's mission is to inspire and be inspired by people who live above the curve by stepping into their power, facing their fears and creating a life they are proud of.

The plus-size customer is your competitive edge. Discover how the right engineering, education, and partnership can transform your business

We’re often asked, “Why are bras so expensive?” and we know you hear it in your stores, too. We’ve created a short, retailer-friendly explanation you can use to shift that conversation from price to value.

Your customers don't ask for "full support", they say "my straps slip" or "nothing holds up my heavy bust." Our new product finder matches those real needs directly to the engineering that solves them.

Asymmetry is the norm, not the exception. Most women have one breast slightly larger than the other, and the right bra makes all the difference.

Elila’s unique grading means you can cover more women with fewer sizes. Instead of carrying endless cup letters, you stock a tighter range that still delivers the perfect fit. Less inventory, same customers, smarter business.

Tariffs 101: why costs rise before goods hit the shelf

Judging a bra before you try it on? You might be passing up your best fit. Discover why support, shape, and comfort start with structure, not just style.

Natural sounds great, but when it comes to comfort, support, and shape, especially for fuller busts, plant-based fibers like cotton often fall short. Read why We use engineered fabrics and how they offer better fit and durability, and how both plant and petroleum-based materials can play a role in more sustainable lingerie design.

Think wireless can’t support a full bust? Think again. Learn more about how Elila wirefree bras do the heavy lifting, literally. These styles aren’t just comfortable, they work.

Think a tighter band gives better support? Not always—learn why structure matters more than squeeze.

Let’s Rethink the Minimizer Myth—Together
Explore supportive, structured bras designed to lift, shape, and balance full busts—no flattening required.

Struggling with inconsistent bra sizing? You're not alone! Learn why bra sizes vary across brands, styles, and materials

"Refresh Your Bra Drawer in Minutes: Quick Tips for an Instant Glow-Up"
Think organizing your bra drawer takes forever? Think again! With these simple, two-minute tasks, like tossing worn bras, adding lavender sachets, and rolling panties sushi-style, you’ll have a tidy, Instagram-worthy space that sparks joy every time you open it. Click to learn how!