Pour Moi is enjoying record sales with the fast-growing swim and lingerie brand’s performance given a major boost by its association with ‘Brands at M&S’.

Pour Moi, which is planning to open a flagship store in London’s Oxford Street in January, posted a 12% year-on-year increase in sales to £20 million in the six months to 30 September, according to figures seen by The Times. And around 25% of those half-year sales were linked to its third-party association with M&S, boosted by demand for its Santa Monica swimsuit and Amour lingerie collection, becoming one the major high street retailer’s top-performers. 

Those strong overall sales helped pre-tax profits jump 66% to £3 million during the period.

Founder, majority owner and CEO Michael Thomson launched Pour Moi “to address a gap in the market for fashionable lingerie that caters to women of all sizes”. Now almost 20 years on, the brand continues to expand and has signed deals for four John Lewis, five Fenwick and four Morleys department store concessions. That adds to its burgeoning roster of 250 global stockists, including Next and Very, and via 200 independents.

Pour Moi, which enjoyed surging (200%) sales during the pandemic, launched its swimmer collection in March and now plans to enter the sportswear and outerwear categories.