Retailers queue up to jump into lingerie

Fashion retailers are getting their knickers in a twist about the lingerie market, as Oasis and Reiss launch underwear lines for the first time next month.

At the same time, a new online and mail order underwear business - The Lingerie Book - is being launched by former Harvey Nichols buyer Azra Kemal. The business, funded by private investors with an initial round of£500,000, capitalises on the trend for lingerie as fashionwear, and will sell premium brands such as Elspeth Gibson and Frostfrench. 'Underwear is the new outerwear,' says Kemal.

Reiss's lingerie range will hit all of its shops in February to complement a womenswear collection.

A spokeswoman said the bras are designed to 'be worn with sheer tops, creating an opportunity to show off tantalising details'. As Retail Week went to press, Oasis was poised for the formal launch of its range, Odille.

- According to research by Fashion Trak, the lingerie market is worth£1.2 billion.