Men racing for last-minute lingerie lift Debenhams sales 25%

Red Reger by Janet Reger proved to be popular over Christmas

Sales for lingerie soared this Christmas at Debenhams with total sales up 25% on the year.

More than 70% of these sales were purchased by men who raced to stores on Christmas Eve to snap up lingerie for their loved ones, according to the department store.

Popular gifts included the festive red Reger by Janet Reger balcony bra with matching briefs and suspenders. Sultry black also proved a popular choice with new lace bodies and bralets flying off the shelves as an alternative choice to the classic bra and brief.

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Pretty feminine floral prints from B by Ted Baker for Debenhams were a firm favourite with customers with sales up 85% across both the lingerie and sleepwear lines.

Sharon Webb, head of buying and design commented on the results: “Sales for lingerie and sleepwear this Christmas have outperformed previous Christmases with customers continuing to shop on Christmas Eve!

“We have seen two distinct buying trends emerge this Christmas; the first for more sexy lingerie styles with sales of stockings up 65% year on year and  the second trend for more cosy loungewear and athleisure styles; it’s been a season of two halves.”

Demand for the Hygge trend also reflected in sales with soft robes and sleepwear sales up 57% with the Nine by Savannah Miller luxury cashmere robe being a bestseller. Lounge pants in neutrals tones were also a popular choice amongst customers perfect for active January.

Debenhams sells over 10,000 bras per week and its lingerie designers include Nine by Savannah Miller, Reger by Janet Reger, B by Ted Baker, Floozie by Sadie Frost and Jemima French.

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