Consumers Are Choosing More Everyday Lingerie Styles Says Leia

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Lingerie retailer Leia has revealed that more of its customers are shopping for everyday lingerie. Sales of essential bra collections have risen by as much as 10%, compared to the same time last year.

Leia Lingerie - Freya Deco Soft Cup Bra

The Deco longline and multiway styles, designed to create a seamless shape under any outfit, have also seen increased sales.

The brand’s online boutique,, allows women to buy lingerie online as well as sportswear and swimwear. Shoppers choose from collections from many popular brands including Freya, Fantasie, Fauve, Elomi and Huit – with sizes ranging from an A to K cup.

Freya’s Deco range has proved to be one of the key collections enjoying a surge in sales. Deco’s basic, seamless style provides a smooth silhouette; and the moulded strapless option has proved especially popular, selling 10% more that the same time last year.

The Deco longline and multiway styles, designed to create a seamless shape under any outfit, have also seen increased sales. Meanwhile, the light and comfortable Deco thong has outsold every other co-ordinate available on Leia, while the Deco nude colour is the site’s top-selling shade.

Other popular basic styles include Freya’s Gem collection – featuring lace with pink linings and bows - and Lauren – a shaping collection designed to enhance the cleavage.

Nigel Addison from Leia lingerie said, “It’s really pleasing to see that, in addition to all the strong fashionable collections available, women’s basic collections are still just as important to them. Consumers still want collections that are versatile enough to wear under any outfit, and that will give them that all important support and great fit. Freya lingerie’s year-long campaign dedicated to its Deco collection - 365 days of Deco, has certainly helped raise the profile of the collection, with demand for the range having increased. We’re eager to see if the popularity for basic collections continues as we move into winter.”

About Leia
Leia has over ninety years of lingerie design experience and allows women to buy lingerie online and buy swimwear online – all whilst offering an affordable boutique experience. Sizes range from an A to a K cup. Leia principally retail through an online store, but they also have boutiques in York and Cardiff, as well as Kent’s Bluewater shopping centre. To find out more about Leia, visit

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Holly Henstock
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