Bare Necessities Launches Plus Size Lingerie Website

Bare Plus launch Ad

“The launch marks the beginning of our effort to build the best shopping experience for curvy women,”
– Jay Dunn, Chief Marketing Officer for Bare Necessities.

Bare Necessities today launched a new online boutique designed specifically for curvy women called BarePlus by Bare Necessities.

BarePlus by Bare Necessities will feature more than 500 bras that fit sizes 38A – 56J, including everyday bras, sports bras, and sexy bra and panty sets. The website,, will offer more than 1,000 styles of plus size lingerie, hosiery and swimwear, from 81 brands including Elomi, SPANX, Bali, Wacoal, Hanky Panky, and Calvin Klein.

“The launch of BarePlus reinforces our commitment to serving the woman with curves,” said Jay Dunn, Chief Marketing Officer for Bare Necessities. “The launch marks the beginning of our effort to build the best shopping experience for curvy women. Over the next several months, you’ll see more features, photography representative of our customer, and exciting new products from the world’s best brands that you won’t find anywhere else.”

BarePlus marks the first major effort executed by Dunn since joining Bare Necessities in 2011 as its first Chief Marketing Officer. Dunn came from Lane Bryant, where he had been the mastermind behind the landmark “Red Bra” ad campaign. The advertisement, which ran on American Idol, featured a plus size model flaunting a sexy red bra and panty set and became a national sensation after it was initially banned by both ABC and Fox for showing too much cleavage. The controversy ignited a national debate regarding how curvy women are portrayed in the media.

bareplus tabbed navigation

BareNecessities and Bare Plus tabbed navigation and will coexist in a tabbed shopping environment, all with a shared shopping cart and checkout process. Shoppers clicking on the BarePlus tab will see items available exclusively in plus sizes, with navigation and imagery tailored to the plus size product assortment.


The company will announce the launch of at a press conference today in midtown Manhattan.


About Bare Necessities

Bare Necessities is the second largest online lingerie retailer (only Victoria’s Secret is larger). Launched in December 1998, Bare Necessities has sold more than 5 million bras, and also offers lingerie, shapewear, swimwear, sleepwear, hosiery and men’s underwear from more than 180 brands, including Calvin Klein, Wacoal, SPANX, Hanky Panky, Chantelle, Elomi and La Perla. For more information, visit, or contact Dan Sackrowitz, at

2 Comments on “Bare Necessities Launches Plus Size Lingerie Website

  1. says:

    Bare Necessities Launches Plus Size Lingerie Website – The Lingerie Journal: Lingerie News…

    The Lingerie Journal provides Lingerie News, Lingerie Trends and Expert Advice to Lingerie Retailers with articles on visual merchandising, retail mapping, retail concepts, retail advice, social media, marketing, ecommerce, merchant services and more. …

  2. Avatar Jocelyn says:


    My name is Jocelyn and I have been modeling for 4yrs through a variety of modeling agencies. I absolutely love modeling.I have done everything from photo shoots to runway. I just moved back from NY, and I am going to be moving to Manchester next month sometime. I really really need a job. I am very good at modeling and I absolutely love to do lingerie shoots and stuff like that,please please get back to me.


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