Global bodywear brand sloggi, announced it has reduced the pricing of some of their best-selling cotton collections, Double Comfort, Romance, Basic+ and Control, across the UK and Ireland.

The brand said the move is “a direct response to customer feedback and the current economic climate” with it “taking action to maintain accessibility and affordability for its consumers”.

With its new price structure, it has reduced prices by up to 20%. The best-selling Basic+ 3 pack will see a price drop from £35 to £28, “a significant benefit to the loyal Sloggi consumer”.

Previously, the brand said it had absorbed many of the costs associated with the surging price of cotton and transportation, but the brand “had no choice but to pass on some price increases across their core assortment”. 

In “a bold statement of support for its customers and consumers”, it added it “has chosen to reduce its own product margin while maintaining its leadership position in the cotton and bodywear category”.

Lizzie McMillan, Head of UK Sales, said: “This change comes at an important time where price point is key for our consumers. We have listened to the feedback from our wholesale partners and after a thorough review of brand costs, strategic forecasting and a reduction in our own margin, I am very happy to say we are able to reduce prices for our consumer whilst retaining the margin for our valued business partners.”