Diamond Boutique, Tesco’s premium lingerie range by MJM International, has beaten its sales targets since it launched in March.
MJM International founder Michelle Mone, who creates the collection which is fronted by pop star Jessica Taylor, said that the range had been “flying out of stores despite the challenges of the current climate.”
She added: “Diamond Boutique has been a huge success. The luxury designs and purse-friendly prices are clearly striking a chord with shoppers…”
A second drop hit stores this week. The new range features a purple satin story called All Sorts, a cream silk line called Vintage Silk, a mint green range called Ruffled Lace and a blue and black colour story called Vintage Satin.
Prices for the range, which features silk, satin, chiffon and lace, start at £7.