Why is it so hard to find a front fastening bra?

From time to time we venture out onto the high street in search of a front fastening bra, and here are the results of our most recent trip:

Debenhams: "Oh no, no front-fastening bras." 

Rigby & Perla: “No, but we do offer a bespoke service.”

M&S: "We've got one style, it's a sports bra with a zip fastening at the front." 

House of Fraser: "We do get asked for them quite a bit, and have one style in white.”

Harvey Nichols: "No, we've only got a limited range of lingerie so far, and none are front fastening.”

La Senza, Next, Calvin Klein: Nothing. 

Talking to women up and down the country we know that many of you would love to have the option of a stylish front fastening bra, and our mission here at Elba London is to offer exactly this with our first sales set for July. In the meantime, do let us know if you’ve had a bit more success than us on the high street!

 
Our own easy front fastening bra, available in 3 colourways

Our own easy front fastening bra, available in 3 colourways