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The Secret to Confidence Starts with bikinis, says new Sears Canada Survey of Canadian Women

TORONTO, June 20, 2017 /CNW/ – Are a woman’s bare necessities her key to confidence? “Yes,” says a new survey from Sears Canada where more than 80 per cent of Canadian women state that a beautiful set of bra and panties makes them feel confident and sexy. The survey, conducted by Maru/Matchbox on their online panel, the Angus Reid Forum, included 1,500 women aged 18-50, who overwhelmingly agree basic essentials play a vital role in boosting their daily self-confidence.

From bikinis to briefs, lace to cotton, women nationwide agree: ‘unmentionables’ aren’t just a necessity. In fact, 58 per cent of Canadian women say that buying beautiful underwear is about loving their body and making themselves feel good.

PALM SPRINGS, Calif. — Rebecca Soltes walked into a gaily decorated hospital meeting room, pushing her kids in a double stroller and carrying a soft-sided cooler filled with bags of frozen breast milk — 100 ounces of the stuff.

She didn’t need it anymore. Her son, a young toddler, had recently graduated to solid food, but her freezer at home was still packed with pumped milk.

“I didn’t know what to do with it,” Soltes told two young staffers from the Mothers’ Milk Bank, a nonprofit group in San Jose, Calif., that provides breast milk for fragile infants in neonatal intensive care units (NICUs).

Increasing numbers of women who produce more breast milk than they need are handing it over — or selling it — for others to use. It’s a boon to fragile infants and mothers who can’t produce enough milk, but it also poses challenging ethical and public health questions.

Physicians, regulators and others ask: Should sickly, premature babies get access to this milk before healthy ones? Should women be paid for their milk — even if it might lead some to deprive their own infants? Should greater safeguards be required to ensure the safety of the supply?

These findings prove that a woman’s intimates hold an unsuspecting power,” says Jennifer Hills, Divisional Vice-President of Public Relations for Sears Canada. “We were very interested to find that these barely seen lace necessities can actually help to fundamentally increase her confidence, and we’re thrilled to offer affordable products that foster positive feelings both inside and out.”

Sears Canada’s new intimates collection can be found online at, nationwide in all Sears Canada stores, and at the limited time pop-up shop branded #weveCHANGED at 322 1/2 Queen St. W., Toronto.

This June, for a limited time only, Canadians can get their hands on the new lace panties for a special discounted price. From June 15-June 28, all lace styles will retail as buy one, get one free in celebration of the Company’s biggest sale of the season, Sears Days

Sears Canada Inc. is an independent Canadian retailer with head offices in Toronto, Ontario. Sears Canada’s unique positioning offers consumers Sears Label products, which are designed in Canada and directly sourced by Sears Canada, and also designer labels at 30-60% less in The Cut @ Sears. Sears Canada also has a top-ranked mattress business in Canada, and the number one appliance business in Canada. Sears Canada is undergoing a reinvention, including new customer experiences at every touchpoint, a new e-commerce platform, new store concepts, and a new set of customer service principles designed to deliver WOW experiences to customers. Information can be found at

These survey results set the scene for Sears Canada’s chic new line of intimates; a range of high quality undergarments that prove confidence doesn’t require a hefty price tag. The exclusive private label collection includes delicate lace bralettes and underwire bras ($14.97-$16.97), and panties in both bikini and thong styles ($7.97 or 5/$25) perfect for the free-spirit, the classic traditionalist, and everyone in between. The affordable mix-and-match line embraces an extensive assortment of styles and colours made to fit any lifestyle and all pieces are sold separately. For women looking to add an extra punch to their day, bold colours like Scarlet and Turquoise fit the bill while soft pastels like Orchid and Plume lay a fresh foundation for any outfit.

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