LONDON, Dec. 23, 2010 /PRNewswire/ -- Debenhams has released figures which reveal that freezing Brits have sent sales of skimpy swimsuits soaring - during the coldest winter for over 30 years.
As the country endures temperatures of up to -27C, department store Debenhams has seen swimsuit sales increase by 20%.
Bosses were left scratching their heads at the unanticipated sales figures at a time when most people are desperately wrapping up to keep warm.
And with major problems at airports, it's not as if many people are even getting away.
Carie Barkhuizen, spokesperson for Debenhams said: "With temperatures feeling colder than Antarctica the last thing you would think people would be buying was swimwear.
"The figures are even more remarkable when you consider the huge increase we saw at this time last year when the weather was also bad. It seems that increasingly bad weather has had a positive effect on swim sales - with almost a lift of nearly 150% since Christmas 2008 you could say sales are going swimmingly.
"We've also created our very own 'Snow Patrol', a crack team of cold weather merchandisers who are moving more stocks of warmer 15 tog duvets, dressing gowns, winter woollies and swimsuits to stores across the country to cope with the cold weather snap."
Debenhams has been selling swimwear since the 1960s and now boasts ranges from ever popular designers Jasper Conran, Matthew Williamson, Melissa Odabash, and FrostFrench as well as own brands Red Herring, Beach Collection and Maine.
Debenhams is a leading department stores group, and has a strong presence in key product categories including children's wear, women's fashion, with day dresses, shoes, bikinis, jeans, men's clothing, home ware, make-up, health and beauty, accessories, perfume and lingerie with dd+ bras and matching bra and underwear sets.
Debenhams PR Manager
33 Wigmore Street
020 7408 3298