Debenhams Reveals Men are Buying Shapewear as New Year's Resolutions Fail

By Debenhams, PRNE
Tuesday, February 15, 2011

LONDON, February 16, 2011 - Debenhams has announced that as many diets and gym plans fall by the
wayside, body conscious British men are snapping up shapewear in a bid to win
the battle of the bulge, according to recent research.

In recent weeks, sales of men's control pants and mens t-shirts
( have soared at Debenhams, with
purchases of sculpting t-shirts up 317 per cent, sales of bum lifting pants
up 238 per cent and elasticated waistbands going up by 340 per cent at
Debenhams, post-party season.

Of the 1,000 men surveyed*, 64 per cent were worried about the 7 pounds
of weight they piled on over Christmas, with moobs (man boobs), love handles
and flabby bums causing the most concern.

Dominique Rock, spokesperson for Debenhams said, "As the cost and effort
of the gym kicks in, instantaneous figure fixers are proving immensely
popular with men as a cheap fix alternative.

"Shaping t-shirts and pants also require a lot less willpower than a
carefully controlled diet, something that women have long been wise to."

For the first time, research showed that men and women are almost equally
committed to improving their shape in the New Year with 48 per cent of men
starting a new fitness and/or dietary routine in January, compared with 55
per cent of women.

Rock added, "Responding to customer demand, Debenhams has developed
products designed to pull in tummies, lift bottoms and smooth love handles
specifically for men. When you can lose pounds in seconds, it's no surprise
they are selling so well.

"Gone are the days when the only way to fight the flab was confined to
the gym. Canny blokes now have access to the tricks of the trade that women
have been using for years."

About Debenhams:

Debenhams is a leading department stores group with a strong presence in
key product categories including women's wear, shapewear for women
( including flexees
( and spanx, mens
clothing (, children's wear, home and health and

Debenhams is the second largest department store chain in the UK.

Debenhams operates 160 stores in the UK and Republic of Ireland,
comprising 147 full departments stores and 13 Desire by Debenhams stores,
which is a small store concept featuring an edited product range. Debenhams
also has 60 international franchise stores in 23 countries.

Notes to Editors:

*1000 people surveyed online in December 2010 as part of Debenhams'
ongoing customer research.

    PR Contact:

    Dominique Rock
    Debenhams Assistant Press Officer - Beauty, Menswear,
    International & Services
    6th Floor Press Office
    33 Wigmore Street
    W1U 1QX

PR Contact: Dominique Rock, Debenhams Assistant Press Officer - Beauty, Menswear, International & Services, 6th Floor Press Office, 33 Wigmore Street, London, W1U 1QX, +44(0)20-7529-0164.

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