Shares rose at parent company L Brands after the retailer revealed better-than-expected holiday sales.

Tamera McLaughlin is the latest face to represent the innerwear brand.

The expansion is the lingerie e-tailer’s first foray into other product categories.

The British-based lingerie brand, known for its sexy underpinnings, is launching a collection of everyday innerwear.

The limited-edition collection launches today.

The company showed strength in its U.S. innerwear and Champion businesses.

The collection offers bralettes for cup sizes DD and up.

Knix founder and chief executive officer Joanna Griffiths said the demand for shapewear hasn’t shrunk, despite the lack of in-person events.

The inaugural collection will include designs from Hanky Panky, Elomi, Elila and Rya Collection.

The complete assortment includes six sub collections, the first two dropping Jan. 25.

Sales are surging in the inner world as consumers stay home. But can it last post-pandemic?

The innerwear brand has sold more than 17 million pairs of underwear. Meanwhile, sales of loungewear up nearly 100 percent, year-over-year.

The 12-piece collection includes boyshorts, silk lace bras, flowy nightgowns, loungewear and slipdresses.

The mega-star is asking for $100 million and complete control.

The retailer continues to take share with demand for athletic apparel and accessories still strong.