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'We have recently introduced sexier shapes such as the cheeky Brazilian knicker, and that is selling particularly well.
Women of a certain age might once have accepted a dwindling love life as part of getting older. Sales of risque lingerie among women in their 40s and 50s have soared in recent months, according to retailers.
Rediscovering youth: Empowered 40 plus women have given the more seductive side of the lingerie industry a big boost after watching shows like Cougar Town starring Courteney Cox They have become the fastest-growing market for sexy lingerie – inspired, retailers say, by racy on-screen role models such as Sex And The City’s Sam, played by Kim Cattrall, and Courteney Cox in the new TV show Cougar Town.
And well-to-do women in their forties and older tend to have more spending power than those in their twenties - making them an attractive prospect for luxury underwear brands.
The store's head lingerie buyer, Annette Warburton, said the booming sales showed women in their forties no longer thought getting married and having children should necessarily mean neglecting their love life.
She said: 'Women in their forties are being touted as the new twenties, and lingerie designers are stepping up to the mark to feed this demand.'We definitely expect the market to continue to grow in the future.' Surveys have shown that today's 40-year-old women enjoy much more active sex lives than those of previous generations.
Frances Russell, trading director of lingerie at M&S, said: 'We launched the Portfolio lingerie brand this season because there was a clear demand for sexy, flattering underwear for the 45 plus market.'The range has proved to be a clear favourite with this kind of customer.