`Fifty Shades` effect sets lingerie sales soaring

Updated: Sep 26, 2012, 08:35 AM IST

London: Erotic novel ‘Fifty Shades Of Grey’ has whipped up record sales of saucy bras, panties and suspenders, as randy Britons bid to recreate the book’s X-rated bedroom action.

And while much of the economy has hit rock bottom, retailers are flogging millions of lacy lingerie sets to readers of the racy book, the Daily Star reported.

Celebrity ranges have also helped the industry shift a whopping 1.5 billion pounds of underwear this year.

High Street lingerie fave Ann Summers said that “the Fifty Shades effect” has boosted sales by 78 percent.

And M and S the new range Rosie for Autograph, fronted by Rosie Huntington-Whiteley has become its biggest ever seller since its launch last month.

The store, which sells 60 million pairs of knickers annually, recently reported that sales of stockings were up by 40 percent too.

Business is also booming at US giant Victoria’s Secret, whose racy kit is modelled by celebs including Aussie beauty Miranda Kerr.

The firm has just opened its first UK stores including one in London’s New Bond Street.

At Debenhams sales of lacy bra and knicker sets in red, black and purple are up 63 percent, with baby doll nighties up 105 percent.

“We’ve seen a huge increase in male customers,” Head of lingerie Sharon Webb, said.