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The Cougar Effect makes sexy lingerie sales soar


Sales of sultry lingerie among women of a “certain age” are booming thanks to the glamorous 40-somethings of Sex and the City 2 and Cougar Town.

The hit TV shows showing the bedroom antics of women in their 40’s and 50’s and their much younger partners, is being credited with a rise in demand from women of the same age who shop for lingerie at Debenhams.

Kelly Brook models Ultimo lingerie

Kelly Brook models Ultimo’s sexy lingerie

Our recent analysis of the most popular lingerie styles has revealed that empowered 40+ women have given the more seductive side of the lingerie industry a big boost. These women are rediscovering their figures, often after having children or getting divorced and are enjoying the confidence boost that a great fitting bra gives.

Previously the peak purchasers of cleavage-enhancing bras, basques, thongs, stockings and suspenders, have been women in their early twenties. However, the survey showed that women aged 40 plus, are spending more time and money in the lingerie department.

Our Head Lingerie Buyer, Annette Warburton said: “It’s important that women at any age feel fantastic in their underwear. Over the last six months, our lingerie fitters have reported a sharp rise in the number of women in their 40’s and 50’s booking consultations to overhaul their lingerie wardrobes. We currently bra fit over 250,000 women a year and the 40 plus age group is now our fastest growing market.”

Blogger bra fit event

If you’re in need of a bra fit, then hurry down to your local store. Our bra fit event is on until 9 May and those who get fitted will get expert advice and some great money-off vouchers. To celebrate the event we invited some bloggers to come and find out about how a Debenhams bra goes from concept and design to arriving in our stores. Check out their fabulous posts on the most complicated garment a woman will ever own…

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  • lushis

    great looking lingerie think its time for some new lingerie ..lushis

  • http://blog.debenhams.com Jenny, editor

    It’s always time for new lingerie, or at least that’s my motto.

  • http://www.misskinkys.co.uk/ Danny

    Woman should feel sexy at all ages!

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