50 Shades dominates interest at Moda show

50 Shades of Grey is dominating buyers’ interest at the Moda show, according to several exhibitors at the event.

Alterego’s Alan Gordon Freeman has seen sales of his brands soar by 72 percent over the past year and an estimated 50 percent of this has been driven by erotic products.

“We are getting about ten new stockists or e-tailers a week,” he told Lingerie Insight at the Moda show.

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“Everything has grown. There has been a huge increase in erotic lingerie. I think that is a lot to do with the 50 Shades of Grey phenomenon… A lot of people at Moda have had the erotic products out of the boxes. If we had known, we would have brought much more erotic product, because it has been a bit of a hit.”

Gordon Freeman is not the only exhibitor, stocking erotic items, to have been delighted by the keen interest of buyers at the event.

Maison Close UK distributor Sarah Northey told Lingerie Insight: “All the accessories have really gone well, especially the whips and handcuffs.

“The Belle de Nuit collection has done really well and that is very risqué, like 50 Shades of Grey.”





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