Lingerie chain La Senza is shifting its strategy to directly target older M&S customers in order to grow its market share.

M&S currently has 27% share of the lingerie market by value, with La Senza the second biggest at 7.5%. La Senza said it hopes to close this gap over the next year by targeting customers over 30.

Marketing director Sarah Hawkins said research showed La Senza was deemed as targeting “very young” shoppers. “We do not want to alienate our core customers but we want to stretch the age from 18 to 40 to broaden the appeal,” she said. “We want to steal market share from M&S.”

Price points will remain the same, ranging from £10 to £28 for a bra.

Hawkins said its new window campaign, which features for the first time a model smiling rather than pouting (pictured), is aimed at a “more sophisticated, older customer”.

She added she was “optimistic” about prospects for Christmas: “We have great products and great deals.”