41. Betty and Belle

Betty and Belle is a complete specialist lingerie service for women who are traditionally difficult to fit

Founders: Kate Hamilton and Geraldine Hurd
Website: www.bettyandbelle.co.uk

Betty and Belle was started after senior fashion buyer Kate developed breast cancer and experienced frustration at the lack of specialist bras and advice. Geraldine, a Macmillan volunteer and lingerie designer, had also struggled to find ladies’ post-surgery underwear.

Since the launch in July 2007, the specialist lingerie shop has built up an excellent reputation within the medical profession. Kate and Geraldine also regularly visit schools and cancer groups to talk about good bra fit. Over the coming year, they have plans to develop a new swimwear range, and to grow Betty and Belle’s web presence.

Startups 100 by Startups.co.uk