LONDON (AFP) - Marks & Spencer admitted on Friday 8 May it had "boobed" in a row over larger bras, agreeing to slash the prices of its DD-plus cup sizes to bring them in line with smaller models.

A full page newspaper advert published by Marks & Spencer admitting it had boobed in a row over larger-size bras, agreeing to cut prices for DD-plus cup versions to bring them in line with smaller models. Photo:Leon Neal/AFP

The climbdown, which came after more than 13,000 people signed an online protest, was welcomed by the woman who launched the campaign on the social networking site Facebook.

"I'm absolutely delighted on behalf of all of the women in the group," said 26-year-old Beckie Williams, who wears a size 30G bra.

"We have had 13,500 people join us to support us in this cause, so it's absolutely fantastic," she told GMTV.

Her group, Busts 4 Justice, condemned M&S's £2 surcharge on bras bigger than a DD cup, as "criminally unfair" and urged "busty ladies" to "join forces to end this blatant discrimination".

Williams even bought a single share in the company, worth £3.40, so she could raise her concerns at the firm's annual general meeting in July.

Announcing its climbdown, the retailer took out full-page ads in national newspapers on Friday, with the headline "We Boobed" over a picture of a woman sporting a larger-sized bra.

A spokesperson said: "We've heard what our customers are telling us that they are unhappy with the pricing on our DD-plus bras and that basically we've boobed.

From Saturday, the M&S bra prices will all be the same, regardless of size, he said, adding: "They'll still be made to the same high standards so you get the best support on the high street."

The retailer previously insisted its bras were priced fairly to include the cost of wider straps and better support, and said customers "have told us they are happy to pay a small premium... for the specialist work".