Welcome to The Bra Retirement Club

 

There comes a moment in every woman’s life when she pulls a bra from the drawer, holds it up, and thinks: “How are you still here?” That moment is the beginning of a beautiful goodbye. Welcome to The Bra Retirement Club.

At Plum’s, we believe that a well-loved bra deserves a graceful send-off—and that you deserve a fit that reflects who you are now. So we created a campaign with both heart and humour: bring in an old bra (any brand, any condition), and we’ll give you £10 off a full-price one (excluding Mey). More importantly, we’ll help you find something that truly fits. Because comfort is not a luxury—it’s a right.

Is It Time to Retire Yours?

Here are the telltale signs that your bra is ready to join the club:

1. Your straps are stretched thinner than your patience.
2. The underwire’s poking like it has a point to prove.
3. The cups gape, sag, or fold like yesterday’s laundry.
4. The back band climbs higher than your waistband.
5. You’re on the tightest hook—and it’s still too loose.
6. It’s faded, frayed, or just plain tired.
7. You’re constantly adjusting it throughout the day.
8. The hook-and-eye is more guesswork than fastening.
9. It has more holes than your last pair of tights.

If even one of these hits a little too close to home, you’re not alone. Most women hang on to bras far past their prime out of habit, sentimentality, or frustration with finding the “right one.”

How It Works

• Bring in any old bra (any brand, any condition)
• Receive £10 off a new full-price bra (excluding Mey)
• Enjoy a complimentary expert fitting in a warm, welcoming space

 Letting Go is a Form of Self-Care

Retiring a bra isn’t just about fabric and fit—it’s about recognising your comfort matters. Your body changes, your style evolves, and your lingerie drawer should keep up. Whether your current bra is clinging on out of nostalgia or just bad elastic, this is your sign to treat yourself.

Say goodbye with a smile.
Say hello to support that actually supports you.

Pop in. Bring your bra. Leave uplifted.

Terms & Conditions

• Receive £10 off a full-price bra when you donate an old bra as part of The Bra Retirement Club.
• The £10 discount applies only on the same day the bra is donated.
• Discount is valid on full-price bras only and excludes all Mey products.
• One £10 discount per bra purchased.
• If multiple bras are donated, the customer may receive £10 off each qualifying full-price bra purchased at the same time, but discounts cannot be combined or carried over.
• Bras must be donated in-store to qualify.
• Bras must be freshly washed.
• There is no cash alternative, and the offer cannot be used with any other promotions or discounts.
• Plum’s reserves the right to end or amend the promotion without notice.