New intimate apparel e-tailer Shy Guy Lingerie launched online last month.
The website, which stocks brands Lepel, Passionata and Chantelle, caters to men seeking to buy gifts of lingerie for women.
It incorporates a ‘lingerie wizard’ for customers seeking a little extra guidance and also features a glossary of terms to help men understand the products that they are buying.
Once the selection has been made, the purchase is packaged in presentation gift boxes and delivered for free.
Founder Stewart Reeder told Lingerie Insight: “For far too long men have purchased inferior and often tasteless lingerie that women tend to keep at the back of their underwear drawers.
“Shy Guy Lingerie has been designed for men to purchase the gift of lingerie in a pain free environment. Every element of our store has been designed to appeal to men and ensure they purchase lingerie that women want to wear… Response has been fantastic.”