As the recession continues to bite, cash-strapped British women are looking for cut-price ways to fill up their wardrobe this summer.

And Poundworld are trying to help thrifty women do just that by launching the world’s cheapest ever bra – at a price of just £1.

At £14 less expensive than Marks & Spencer’s cheapest support bra, Leeds-based retail rival Poundworld expects a million customers to snap up its latest challenge to the high street’s biggest names.

Nearly 100,000 women snapped up the store’s Comfort Bra – convincing store bosses to stock it nationwide from Monday in more than 200 branches.

The bra comes in black, white and natural tone nylon and sizes range from medium to extra large.

Manufacturers maintain that the bra’s unique and ‘invisible’ curve-hugging design gives women the perfect fit and a smooth shape with no unsightly bumps or lumps.

The packaging states: ‘Say goodbye to bad posture, neck, shoulders, chafing and post operative aches and pains.’

Poundworld Trading Director Chris Edwards Junior said: ‘Times are tough and people are looking to make savings wherever possible.

‘We’re confident that there is no other product like this available on the market worldwide at the same incredible low value.

‘Due to its runaway success, we predict we’ll sell over one million in the next few months and we’re already looking in to other colours and styles.’

Poundworld responded today saying: ‘The reason why we can sell this product so cheap is because it’s what we call a “loss leader”.

‘This means we don’t make a profit on it but we are committed to rewarding our customers with these incredible one-off bargains.’

The bra will also be available to buy at Poundworld’s multi-price chain, Discount UK Homes Stores.

Read more: Daily Mail