Gossard Limited appointed administrators on May 14, 2026, and has officially ceased trading.
Founded in 1901, the company introduced the Wonderbra to the UK in the 1960s and became synonymous with innovative lingerie throughout the decades.
The Wonderbra gained iconic status in the 1990s, but Gossard was equally known for its wider range of underwear and bralettes, which built the brand’s reputation for style and comfort.
The Wonderbra conquered the UK in the 1990s thanks to a series of provocative adverts featuring model Eva Herzigova.
Wonderbra’s ‘Hello Boys’ campaign from 1994 is considered one of the most iconic ads of all time.
A spokesman for the company said: “Please be advised that Gossard Limited…