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Debenhams reveals underwear is the most popular Valentine’s Day gift


Debenhams has revealed that penny pinching men are saying pants to flowers on Valentine’s Day and buying their girlfriends and wives sexy knickers instead, with many men feeling that underwear offers better value for money. This is according to new figures from department store.

Even the finest, most seductive lingerie can often cost just a fraction of the price of champagne and flowers. A dozen red roses on Valentine’s Day can cost up to €100 including delivery, compared to just €37.50 for a set of designer lingerie. Add on chocolates, dinner at a restaurant, drinks in a bar and taxis, and the cost can be the only thing to send temperatures soaring on the day of love.

Sharon Webb, Debenhams head of design said: “Lingerie is for love on a budget. It really is the gift that keeps giving. Men know that presenting a loved one with lingerie conveys a powerful message which gets straight to the point - for little outlay. Sales of our sexy knickers are rocketing in the run up to Valentine’s Day. It’s a way of saying I love you and keeping it brief.”

Aliza Reger, daughter of lingerie’s first lady Janet Reger, and designer at Debenhams commented: “They’re less expensive, last longer and provide hours of fun long after the rose petals have wilted. Lingerie is a gift which can inject more fizz into a relationship than even the finest vintage champagne – and will never go flat.”

Since the start of the recession, sales in the run up to and including Valentine’s week have steadily improved. Luxury designers lingerie brands Reger by Janet Reger and Floozie by Frost French saw an 18% increase from 2008 to 2009 and 2010 saw a further 26% increase in men and women buying opulent gifts in silk and lace. Debenhams has high hopes for this year as early Valentine’s sales seem to be positive.

About Debenhams:
Debenhams is a leading department stores group with a strong presence in key product categories including women’s wear, men’s wear, children’s wear, home and health and beauty.

Debenhams operates 160 stores in the UK and Republic of Ireland, comprising 147 full department stores and 13 Desire by Debenhams stores, which is a small store concept featuring an edited product range. Debenhams also has 60 international franchise stores in 23 countries.

PR Contact:
Michelle Dowdall
PR Manager - Lingerie, Childrenswear and Home
33 Wigmore Street
(020 7529 0449) 66449



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