Debenhams reports rise in shapewear swimwear sales

Debenhams has announced that its new range of shapwear swimwear is flying off the shelves as UK shoppers prepare for the holiday season.

The retailer said sales of swimsuits and bikinis made with figure-enhancing technology have soared 87% since they hit stores a month ago.

The built-in tummy-tuck technology is designed to help reduce unwanted inches, smooth bulges and lift buttocks. The inner lining of the shapewear swimwear is similar to spandex.

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Debenhams head of accessories Natelle Baddeley commented on the news: “There are very few women that don’t feel even a little self-conscious in a swimming costume, not just those that are new mums. Shapewear swimwear is fast becoming a woman’s secret weapon helping those of all shapes and sizes reveal an instantly slimmer silhouette – our best-selling sizes are 16-20.”

“Most women will tell you that being seen in a swimming costume becomes much less daunting if you know the one you are wearing actually flatters your figure, rather than highlighting every lump and bump,” Baddeley added.





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