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Valentine’s Day is bliss for lingerie

Lingerie indies said they were pleasantly surprised after recording a significant uplift in sales during the Valentine’s Day period.

According to Drapers’ lingerie Indicator, which was compiled before Valentine’s Day, 67% of independents said February 14 was no longer a key date in their calendar, but following Valentine’s Day some indies were surprised to find that sales of lingerie increased this year in the days leading up to the date.

Paul Masters, co-owner of lingerie indie Pudding in Reading, said sales in February were up 30% on last year so far. “A customer evening on the Thursday before Valentine’s Day, with special offers and new ranges, went down well,” he said. “Wednesday, Thursday and Friday were our biggest selling days and I was surprised that people bought into quite expensive lines.”

Goug Wilcox, owner of Keturah Brown in Primrose Hill, north London, said she saw a 10% sales rise this February compared with last year. “I was surprised to be up on last year given the financial climate, but lingerie always does well in a recession because it cheers people up,” she said.

“We sold a lot of sexy product and nothing practical, with brands like Marlies Dekkers and Princesse Tam Tam doing well.”

But Andrea Cook, owner of Bizou Boutique in Yarm, North Yorkshire, said Valentine’s Day wasn’t as big as it used to be. “We didn’t buy specifically for it and ended up using leftover stock from Christmas, which at least meant we cleared stock, ready to bring in new lines,” she said.

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