Leading UK retailer Marks & Spencer has lingerie to thank for much of its support if figures from the last financial year are anything to go by.

The iconic £16 frilled Ceriso bra has helped push up the profits of the high street giant, leading many to assert that this is not any old bra; it’s the one that made M&S a million. With over 100,000 of the Ceriso bras sold in 2009, the mathematics suggests that lingerie shoppers were purchasing the hugely popular item once every two and a half minutes throughout the entire year.

The secret to success could all be in the frills, as underwear manufacturers confirmed that practical bras were not nearly as in demand as those with a decorative purpose. Floral designs and chain-lace embroidery were the biggest hits for the year, not just with women but with husbands and boyfriends brave enough to shop for their significant other.

Sales of the Ceriso helped M&S to grow their full-year profits by 5 per cent to achieve a total of £632.5 million. The retailer continued its dominance of the British underwear market, selling around 25 per cent of all bras and pants in the UK last year. M&S also grew its female market share to 25.9 per cent, three times more than Primark, its nearest competitor.

 After a lean couple of years the financial bonus will be welcomed by all at M&S, which also increased sales in men’s underwear, despite a very public dressing down by Jeremy Paxman.

Tags: bra, Ceriso, Fashion, lingerie, M&S, Marks & Spencer, pants, profits, sales, shopping, underwear