Sales for lingerie soared this Christmas at Debenhams with total sales up 25% on the year. Over 70% of these sales were purchased by men who raced to stores on Christmas Eve to snap up lingerie for their loved ones.
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.
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 comments:
“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 is a leading destination on the high street for lingerie and sleepwear and sells over 10,000 bras per week. Lingerie Designers at Debenhams include Nine by Savannah Miller, Reger by Janet Reger, B by Ted Baker, Floozie by Sadie Frost and Jemima French.
Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of more than 240 stores across 27 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.
In the UK, Debenhams has a top three market position in womenswear and menswear and a top ten share in childrenswear. It holds the number two market position in premium health and beauty.
Debenhams has been investing in British design for 21 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Abigail Ahern, Savannah Miller, Ted Baker, Jasper Conran, FrostFrench, Patrick Grant, Henry Holland, Ben de Lisi, Todd Lynn, Julien Macdonald, Jenny Packham, Preen, Giles Deacon, Aliza Reger, John Rocha, Ashley Thomas and Matthew Williamson.
For more information and imagery please contact:
Sarah Coventon : 0203 549 6428 / firstname.lastname@example.org
Debenhams Press Office: 020 3549 6420 / email@example.com