In 2000, Debra Kinney opened the doors to a small bra shop in Wentworthville, western Sydney, with a big mission: to help fuller-busted women feel supported, comfortable and confident in their own skin. Fast-forward 25 years, and DeBra’s has grown into a trusted name in lingerie, known for professional fittings, a customer-first ethos, and a carefully curated range of bras that truly work for real women.
From our humble beginnings in that tiny shop to our beautifully refurbished Penrith location – lovingly updated during the quiet chaos of the COVID years – to the launch of our vibrant Gold Coast store in 2022, our story has been one of passion, purpose, and an unwavering commitment to uplifting women – quite literally!
More Than a Bra Store – A Community
Ask anyone who’s worked at DeBra’s, and they’ll tell you – this place is different. It’s not just about selling bras; it’s about creating a space where women feel seen, heard and supported. Our team of expert fitters brings not only technical know-how, but also heart. Many have been with us for over a decade, and their stories are as woven into the fabric of DeBra’s as the bras themselves.
“I love that every day I get to help women feel better about themselves. Some walk in feeling defeated or uncomfortable, and seeing the change when they find the right fit – it’s honestly magic. You’re not just selling bras, you’re giving someone their confidence back.” - Cathy (Senior Fitter)
And then there are our customers – the lifeblood of DeBra’s. Some have been with us since day one, popping in for their favourite styles year after year, often bringing their daughters, sisters, and friends along too.
“I have been going to DeBra’s for over 20 years! I love Cathy and her expertise. She always makes me feel comfortable when I’m trying something new. She is very patient, caring and really takes the time to listen and advise on what is best for me.
The team are all great, from the moment you walk into the door the the time I finish my purchase and walk out out, they are extremely professional and know their products.” - Michelle Y (Google Review)
A Word from Deb
“We understand what our customers want from a bra because we wear them too. Every woman on our team knows what it feels like to be uncomfortable, unsupported, or frustrated in the fitting room. That’s why we take so much care in what we do – because we’ve been there ourselves. It’s not just about the size or the style, it’s about how it makes you feel when you put it on. At DeBra’s, we fit with empathy, with experience, and with the understanding that a great bra can change your whole day.”
Debra Kinney has spent more than two decades fitting women of all shapes, sizes and stories. Her knowledge of bras goes well beyond sizing charts. As she’s always said, "Once you move into bigger sizes, you really do need a professional fit to get the support you deserve."
The Styles That Shaped Us
Some bras just become icons. Over the years, certain styles have stood the test of time, not just for their support but for the way they make women feel. Our hall of fame includes:
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Matilda by Elomi – a modern icon that’s earned its cult status with good reason. Celebrated for its forward shape, uplift, and true separation, Matilda proves that support and style can go hand in hand. Its signature beaded embroidery and bold plunge neckline make it the perfect choice for low-cut outfits, while its reliable structure keeps fuller busts feeling secure all day long. Since Elomi’s launch in 2008, the brand has been a trailblazer in the fuller figure space – and Matilda continues to lead the way as a customer favourite year after year.
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Envy by Panache – A true staple in the lingerie world – and a long-time favourite among DeBra’s customers. First introduced in the early 2000s, Envy quickly carved out its place as a go-to for fuller busts, offering a beautiful blend of structure and everyday elegance. With its firm four-piece cups, powermesh wings, and classic balconette shape, Envy delivers reliable lift, shaping, and support up to a K cup. It’s one of those bras that just works – again and again – making it a trusted choice for women seeking both comfort and confidence.
- Magic Lift by Glamorise – Magic Lift has earned its place as a comfort-first icon, especially loved by those seeking wire-free support without compromise. Known for its innovative design that lifts, shapes, and supports through a unique criss-cross inner construction, the original MagicLift bra has been a game-changer for fuller busts. Its success has inspired a whole family of MagicLift styles over the years – from posture support versions to moisture-wicking and front-closure options – each designed with the same core promise of ease and reliability. Still, the original remains a fan favourite, offering dependable comfort that stands the test of time.
- Deauville by Primadonna - A true classic in every sense, Deauville is PrimaDonna’s best-selling bra, with one sold every two minutes worldwide. Loved for its exceptional fit and timeless style, this bra has been a go-to for women of all ages for decades. With 51 carefully crafted components, each piece is meticulously hand-stitched, offering unmatched comfort and support. Its continued success lies in the consistent availability of elegant continuity colours and a shape that simply works – time and time again.
These are more than just products; they’re part of people’s lives – and part of our legacy.
Growing in More Ways Than One
From a one-woman operation in a quiet corner of Wentworthville to a team of over 25 passionate, highly trained professionals across two states, DeBra’s has come a long way. Our Penrith store has seen generations of women walk through its doors – many of whom still remember our earliest fitting rooms and handwritten tags. During the uncertain days of COVID, we took the opportunity to give that store a fresh new look, creating a more welcoming, open, and uplifting space for our customers.
In 2022, we reached an exciting milestone with the opening of our Gold Coast store – bringing our signature fitting service and personalised care to Queensland for the first time. The response was incredible, and it quickly became clear that women up north were just as hungry for proper support, inclusive sizing, and compassionate fitters as those in Sydney.
Our online store also flourished in this time, with both teams now managing a seamless dispatch operation directly from our stores - a beautiful blend of bricks, clicks and teamwork!
One of our proudest expansions has been in mastectomy fittings. What started as one fitter trained in post-surgical care has now grown into a fully supported service, with enough trained staff to confidently offer mastectomy fittings in both NSW and the Gold Coast. It’s a deeply personal service, and we are honoured to walk alongside women during such a significant time in their lives.
Gratitude for the Brands Who’ve Walked With Us
Behind every great fitting is a thoughtfully crafted bra – and we simply wouldn’t be where we are today without the incredible brands that have stood beside us. Brands like Elomi, PrimaDonna, Panache, Glamorise, Goddess, Fantasie, Freya and Triumph have continued to innovate and inspire, helping us provide solutions for fuller busts, post-surgical needs, maternity changes, and everything in between.
These partnerships have gone far beyond product lines. They’ve meant better training, better sizing options, and an evolving catalogue that keeps up with our customers’ changing lives. With their support, we’ve helped tens of thousands of women find the one – that bra that lifts more than just your bust.
And of course, we’ve all got our icons – the Fusion, the Morgan, the Tango – bras that women come back for year after year, because they trust them. Because they work.
Here’s to the Next 25
Looking ahead, we’re more excited than ever. We’re dreaming big – expanding online, more specialised services, more inclusive sizing, and more opportunities to educate and empower women about proper bra fit. There’s something deeply powerful about seeing someone stand a little taller, smile a little brighter, simply because they finally feel supported, and we want to keep making that happen, one fitting at a time.
We’ll continue growing our team of expert fitters, investing in training, technology, and experience to ensure every woman who walks into a DeBra’s store – or shops online – gets the care she deserves. And we’re constantly listening, evolving, and learning from the women who trust us with their comfort, confidence and curves.
From all of us at DeBra’s – thank you. For 25 years of loyalty, laughter, fittings, transformations, and unforgettable moments. We can’t wait to support you in the next chapter.
Because when women feel supported, anything is possible.
