A BUSINESSWOMAN is expanding her famous lingerie empire by opening a new shop.

Sadie Ayton, known around the North-East as Sadie the Bra Lady, hopes to have her shop open by Christmas and is also taking her business on to the Internet.

Sadie has turned her shop in Consett, County Durham, into one of Britain's leading lingerie outlets and she hopes to emulate this success with a new business in High Northgate, Darlington.

The shop is a grade II listed building and Sadie is confident her loyal customers will visit her new premises.

She said: "I have customers from Darlington, Bishop Auckland and Crook, who all travel to my Consett shop, and I know they have been waiting for me to open a shop near them.

"I am really pleased with the shop. I don't like being in town centres, I would rather put money into developing the business than pay high rents. If everything goes to plan, I am hoping to have the shop open before Christmas."

Sadie has become famous because of her unique fitting system which does not even involve a tape measure.

She claims she can find the perfect bra to fit any woman simply by looking at her and giving her different styles to try on.

As well as opening a new shop, Sadie is working to get her shop online.

Customers can already find out more about the business from a website but this is soon to be expanded so bras can be bought online.

But anyone who tries to buy a bra without first being fitted by Sadie will be stopped from making an online purchase.

She said: "If someone puts their details into the website for a style they have not bought from me before, they will be told to come for a fitting before they can buy on-line. That way I know all women who buy from me will be wearing the right bra for them."