Online lingerie sales at Coco de Mer have shot up by almost 40% in the last seven months following the successful launch of its Fifty Shades Darker lingerie range.
The surge in sales also shows that the Brexit vote may have benefited the luxury lingerie sector due to sterling’s devaluation.
Coco de Mer has a high proportion of foreign customers due to its reputation as one of the world’s most exclusive erotic brands.
Online sales are up 39% for the period from March 1 to October 1 compared to the same period in 2015.
Coco de Mer managing director Lucy Litwack said a number factors were behind the boom.
She said: “It has been a really exciting six months and the launch of Coco de Mer wholesale has driven a lot of fresh traffic to the website.
“People are discovering our products in Selfridges’ Body Studio, Matchesfashion.com, ASOS and House of Fraser and they are then going to our website to learn more about the brand.
“We have also provided a bigger assortment of own brand lingerie on the site which customers seem to like,” she continued.
Litwack said that Brexit has benefited Coco de Mer in the short-term and she has no fears over its long-term impact.
“Half the period of the sales surge has been post-Brexit. Coco de Mer has always been a destination store for foreign shoppers in London and that has certainly been the case this year,” she added.
“They have benefited from sterling’s devaluation, but we have also seen a big surge in sales from domestic customers, too. Any economic uncertainty has not been impacting on luxury erotica – if anything it has been the opposite.”