LYCRA® to sponsor Stars Best Shop Awards 2021

Underlines are pleased to announce that LYCRA® will once again be the headline sponsor for Stars Best Shop Awards 2021. The LYCRA Company is one of the world’s largest integrated producers of polymers and fibres and has generously contributed to Stars for 10 years including the last few difficult years of trading.

Commenting on the collaboration Denise Sakuma, VP of Brands and Marketing at the LYCRA Company said: “At The LYCRA Company we strive to deliver solutions to improve the lives of consumers. To shoppers, the LYCRA® brand represents quality and offers performance that they can trust. That is why we have been a proud sponsor of STARS AWARD for the past 10 years, celebrating the great work and achievements of British stores”.

Pamela Scott speaking for Underlines, organisers of the popular retail event added: “It is a huge privilege for us  that the LYCRA Company once again is lending its indispensable support to retailers of all kinds in the UK and Ireland. Stars celebrates the achievements, determination and resilience of shops up and down the country and marks its 13th edition in November 2021. This year it will be an immersive online experience unlike any other!”

Joining the brand jury this year are Elomi, Fantasie, Freya and Wacoal (Wacoal Group), Anita (sponsor of the Special Care Recognition Award), Chantelle, Passionata, Empreinte, Panache Lingerie, Gottex, Lise Charmel, Mey Bodywear, Maison Lejaby, Maryan Swimwear and welcomes Cyberjammies and Cottonreal as new jury members in 2021. 

As well as the individual awards for shops, stores and specialist e-commerce sites, the organisers will be continuing their annual product awards to brands in the categories of nightwear, swimwear, lingerie, shapewear/legwear and sports bra which are decided by the votes from the Stars nominated stores.