Bras in cup sizes from AA to J, plus items from the ranges of more than sixty internationally known branded underwear manufacturers, are included the range of ― Britain's first specialist, intimate-wear internet sales service.

Among the famous names who have already signed up to sell through Easyshop are royal warrant holders Rigby and Peller, saucy lingerie specialists Janet Reger, Wonderbra and, from the high fashion sector, the Italian La Perla range.

Since its launch in June last year, the Easyshop site claims to have been visited by 10,000 customers, a quarter of whom have subsequently made repeat purchases. In the process, sales have built from an initial £l,000 to a current level of £l5,000 a week.

"From the inception of the service our 130,000 inquirers have downloaded more than a million pages, while we ourselves have had to increase staffing levels from just two to 42 to cope with the increased traffic," say the site's founders Daniel Nabbam and Michael Ross.

The partners believe that being able to order on line is of special value to customers with unusual foundation garment size requirements who might be embarrassed to ask for intimate wear over the conventional store counter ― "although recent research suggests the site is attracting a very wide cross-section of age and income groups," says Michael Ross.

"Meanwhile the service is an obvious boon to men shopping for lingerie gifts for their loved ones at Christmas, or indeed at any time of the year," says Daniel Nabbam. "Especially as the system is organised to make finding the right size, style and fabric as simple as possible." Ally this to our free delivery within 48 hours to any address in the UK plus a 'No quibble ― return if not satisfied' offer and you have instantly solved most of the problems that normally beset the gift purchaser.

"We have even compiled our own 'Bloke's Guide to Buying Lingerie' which first became available to our internet customers in time for this year's St Valentine's Day," he adds.

By Sonia Roberts.