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Mish crowned best UK Lingerie Independent Retailer

Mish-and-Jo-Drapers-winners-photo-2018_detail

It’s official; Cornwall is home to the best independent lingerie boutique in the UK!

Mish, based in Wadebridge Cornwall was awarded the UK’s Best Independent Lingerie Retailer at the Drapers Independent Awards 2018 last week. Their specialists’ bra fitting service, ability to empower women and customer service at its very best saw Mish win hands down against incredibly tough competition.


The judges said “Mish is a thriving business that shows strong financial growth.”
Since establishing Mish in 2009, Managing Director Michèle Poynter has been a force to be reckoned with; expanding her once small, homebased business into a recognisable multi-channel retailer, with loyal customers from all around the world, collaborating with some of the most influential lingerie and lifestyle personalities, and exclusively stocking the best niche women’s problem-solving products in the UK. She is also an FSB member and an avid supporter of our national and local FSB Women groups.

“I am constantly looking for new ways to push my business forward and love a thinking outside the box approach to make Mish standout. I’m not afraid to take the business out of the shop to meet the customers or run thought provoking marketing campaigns, like Free the Squeeze, which was also shortlisted in its own right at the Drapers awards” Said Poynter.

Mish caters to the needs of women who require larger cup sized bras and swimwear without ever compromising on style, fit and support, and are now one of the top go-to places in the South West for lingerie, seeing ladies traveling from as far afield as Bath and Gloucester for their in-shop fitting service and extensive range of bras.

“I believe the key to success for Mish has been our deep understanding of knowing what our customers are looking for, what they need and what they are going to love. It was my own experience growing up and being so unhappy with the availability of styles in underwear for bigger busts that didn’t look like something your Grandma would have owned that drove my passion to ensure that women of all sizes had access to fashionable and supportive lingerie.” Continued Michele.


Over the last 12 months alone, Mish has redesigned and launched their new website, introduced a bra size grid with every product for customers to easily understand how bra sizes work, expanded their team, hosted over 10 exclusive fitting days including ‘We’ll Hold The Baby’ - a day specifically for mums with young children to provide them with a more enjoyable shopping experience, continued to collaborate and work closely with top brands such as Panache, Freya, Fantasie and Elomi, and worked with important charities such as CoppaFeel!

“It’s such an honour to have received this award! I’d like to thank our lovely customers, as well as a very big thank you to the ladies that work so very hard at Mish. Without Jo, Kim, Karla, Hanna, Tamsin, and Stacie, we wouldn't be the UK's Best Lingerie Independent, so girls, I would just like to say how grateful I am for everything you do.” Said Michele Poynter.