Rio fever has reached Debenhams, with fashionable lingerie and sports bra sales soaring to new heights.

The retailer said online lingerie sales are up 43% since the start of the summer, as women embrace summer shades inspired by tropical Latin America beaches and strong female athletes competing in the 2016 Olympic Games.

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As the summer continues to progress and Brits either jet away on a last-minute holiday or enjoy an Indian summer in Britain, Debenhams has seen a rush of sales of brightly themed lingerie pieces in orange, green and yellow hues.

Debenhams has also witnessed an uplift of around 30% on sports bras after Serena Williams landed her 22nd Grand Slam title at Wimbledon last month.

A Debenhams spokesperson told local press: “It is clear that are correlations between the rise of sales in certain lingerie products and the sporting events we are witnessing this summer.

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“With the last major sporting event of the summer underway as we speak, we have been using feedback from the 2014 Brazilian World Cup and this year’s Euros and Wimbledon tournaments to ensure we continue to meet the needs of women.”