LONDON — U.K. department store John Lewis is guiding men through the daunting minefield of shopping for lingerie gifts.

Last year, the store launched a “Lingerie Academy,” which it reran in February in time for Valentine’s Day at its Oxford Street flagship here. As part of the program, lingerie advisors guided men through what size and style of lingerie to choose for Valentine’s gifts. The store also transformed its lingerie department into a man-friendly zone, installing TVs, Wii consoles, leather sofas and fridges of chilled beer.

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