A lingerie firm has come up with an L cup size bra for women who are well endowed.

Bravissimo offered the larger cup size after women asked the company for something more sizable than its KK cup.

"Our research has shown that up to 40 percent of women should be wearing a D cup and above -- even if they don't yet know it," the New York Daily News quoted a spokesman for the company as telling the Daily Mail.

The reason for the bigger cup size is not just because women are heavier now, but also because they are realizing they need to wear the right size.

"Women are realizing that they need to take the time to see if they're actually wearing the right size," Luis Pareles, editor of the Lingerie Journal , said.

"There's an increasing trend in boutiques offering to measure women to make sure they're getting a bra that fits."

"An L-size cup is the largest I've heard of," he added.

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