Sales at lingerie indies have increased as more consumers spend romantic nights at home during the recession.
Lingerie indies polled by Drapers said that contrary to estimated figures from market research agency TNS Worldpanel Fashion for the 52 weeks to June 21, which suggest that independent sector lingerie sales had fallen by 8% to £72.7m, trade was up marginally year on year.
Nicola Adams, owner of designer lingerie boutique Tallulah in Islington, north London, said: “People are opting to stay in due to the recession. The more luxurious items are selling best. We really started to notice it around Valentine’s Day.”
Trevor Puddifoot, owner of The Undercover Experience in south London, agreed. He said the higher-end brands he stocked, including Lejaby and Chantelle, were leading growth.
Boudiche, which sells designer lingerie at stores in Edinburgh and Glasgow, said like-for-likes were up but it was not the highest priced pieces leading the growth. Marketing manager Kiran Poonia said: “Our best-sellers are brands such as Mimi Holliday and Elle Macpherson Intimates, which are still high-end but not our very top ranges.”