The swimwear and lingerie brand Pour Moi has experienced a significant boost in sales following a partnership with Marks & Spencer.

Originally established in 2005 by Michael Thomson, who serves as majority owner and chief executive, Pour Moi reported a 12 percent increase in year-on-year sales, reaching £20 million for the six months ending September 30. During the same period, pre-tax profits soared by 66 percent to £3 million, as revealed in recent statistics.

The collaboration with M&S, initiated in October of the previous year, has generated over £5 million in sales for the brand within the half-year timeframe. Noteworthy items contributing to this success include the Santa Monica swimsuit and the Amour collection, which have quickly become some of M&S’s standout offerings.

Thomson, a former buyer for M&S, established Pour Moi to meet the demand for stylish lingerie that accommodates women of diverse sizes.

Since its inception, the brand has broadened its product line to include swimwear, sportswear, and nightwear, distributing its products through 250 stockists worldwide, such as Next, Very, and 200 independent retailers.

Pour Moi is also set to make its debut in four John Lewis stores, five Fenwick locations, and four Morleys department stores. There are plans for a new store opening on Oxford Street in central London next month.

M&S has seen an uptick in demand for its lingerie offerings. Recent consumer interest in M&S knickers has contributed to a £1 billion sales increase for the retailer, marking its best performance since 1997.

This surge in sales is particularly noteworthy among millennials and Gen Z shoppers, who represented 30 percent of underwear sales, doubling from the previous year’s figures. The growing popularity among younger customers highlights the effectiveness of Stuart Machin’s leadership in revitalizing M&S’s clothing segment, which had faced criticism for appealing primarily to older demographics.