Don't go to M&S whatever you do.
They'll put you in a 44AA or something.
Debenhams are worth a look - store stocks are woeful for smaller back sizes but online is better.
Ebay shops for Panache, Freya etc that do 28s are excellent.
Whereabouts are you?
I'm really lucky to have a fantastic lingerie factory shop/outlet about 15 miles away where they are sooooo helpful and know how to get you kitted out properly.