Store Cuts Its Premium Price For Bigger Bras After Protests

British retailer Marks & Spencer has finally agreed to cut prices for its DD-plus cup bras to bring them in line with smaller models, after numerous protests on the store policy.

We first told you about the outrage last year, as thousands of women complained the premium price was like an extra 'tax' for having bigger breasts.

The pricecut came after more than 13,000 people signed an online protest.

"I'm absolutely delighted on behalf of all of the women in the group," said Beckie Williams, who wears a 30G bra herself, tells GMTV. "We have had 13,500 people join us to support us in this cause, so it's absolutely fantastic."

Her group, appropriately called 'Busts 4 Justice', condemned the chain's two-pound (2.2-euro, 3.0-dollar) surcharge on bras bigger than a DD cup, as "criminally unfair" and urged "busty ladies" to "join forces to end this blatant discrimination".

Williams even bought a share in Marks and Spencer so she could raise her concerns at the firm's annual general meeting in July.

Announcing its climbdown, the retailer has also taken out full-page ads in national newspapers, with the headline "We Boobed."

"We've heard what our customers are telling us that they are unhappy with the pricing on our DD-plus bras and that basically we've boobed," says a company spokesperson.

"The store's bra prices will now all be the same, regardless of size. They'll still be made to the same high standards so you get the best support on the high street."

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