Fifty Shades effect still strong, says Leia

Leia Lingerie has reported an 82% increase in basque sales year-on-year and an almost 100% increase in sales of suspender belts.

The online and bricks-and-mortar retailer, which sells lingerie and retail at a wide range of price points, has also noticed an increase in the purchase of premium and luxury brands that specialise in special-occasion pieces, such as Fauve and Huit.

Nigel Addison, UK sales director for Leia Lingerie, puts this trend down to the continuing popularity of EL James’s erotic bestselle Fifty Shades of Grey, saying: "So many women fell in love with reading Fifty Shades of Grey, and we’ve definitely seen a greater number come to us to vamp up their lingerie, looking for sexier styles rather than basic collections."

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As a result of the book’s popularity – it has sold more than 5.3 million copies in the UK alone – the press office has seen an increase in requests for these dramatic looks for photoshoots, and the in-store marketing has reflected the growing demand for more sexier pieces, which may in turn have helped boost sales.



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