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Figleaves can hide the sins of the flesh

The online shop is tempting for those with weak spirits, says ANNE ASHWORTH The disciplined are gearing up for their holidays with a regimen of diet, exercise, exfoliation and spray tanning. Those who have stinted on such maintenance are seeking underwear and swimwear that conceals a failure to buff and burnish.

One source of such garments is the aptly named figleaves.com, where you can cover your shame with swimsuits that keep the stomach in check and flesh-coloured bras and knickers that give the impression of toned curves. The ability to buy such intimate apparel from your office desk and try it on in the privacy of your own bedroom may be one reason why this online retailer is an alternative to the high street chains, even for women I know who live or work five minutes from a large Marks & Spencer.

Figleaves has grown from sales of just over Pounds 1 million to Pounds 17 million-plus in five years, catering for all figures and stocking 260 brands at all prices, including Chantelle, D&G, Elle Macpherson, Hanro, Ondamar, La Perla and Lejaby. The usually thrifty justify the price of a Lejaby Nuage bra (Pounds 37) by arguing that its shaping makes an Pounds 8 T-shirt look like couture. More exciting than the dreary interplay between ITV's Love Island contestants is which of the soi-disant celebrities has been wearing which bikini supplied to the show by figleaves.

Sophie Anderton, the model, has been seen in a Pistol Panties rope-detail number (Pounds 139), while Lady Victoria Hervey pouted a lot in an Aquaclara bandeau two-piece (Pounds 20). Neither appeared in a black Miraclesuit one-piece (Pounds 100 to Pounds 120) but then, they have no need for the range's tummycontrol panel and hidden underwiring. Nor do I imagine that their choice of flesh-coloured bra is the Angelie Plus minimiser (Pounds 16); the Cosabella strapless (Pounds 33) number would be more their thing.

So extensive is the figleaves selection of swimwear that I wondered, when surfing the site last week, whether some guidance to customers might be useful, grouping styles by their suitability for body types, say. Seeking out a becoming one piece among the dozens on offer, I looked for illumination to the bestsellers' section. But this showed only a strong preference for black swimsuits -often a misguided choice, as they make the covered bits look smaller, so making the rest look larger, the opposite of flattering. Spanish women, by contrast, cut a dash by opting for cossies in dazzling colours, such as the various tropical prints and stripes of the Anita Secret Suit range (Pounds 41 to Pounds 53), or the D&G leopard-skin bandeau suit (Pounds 110). I am still deliberating over my choice (or, more correctly, waiting to see which will be most reduced in the sale).

* THE LINKS IN THE CHAIN Figleaves was founded in 1995 by Daniel Nabarro (chairman and CEO). Robin Terrell, formerly of Amazon, is the chief operating officer. The group now has a US operation. Benchmark Capital, the US venture capital business, holds a stake in the group. Previous reviews: timesonline.co.uk/ chainreaction * DETAIL IS RETAIL Website: easy to use 7/10. Packaging: serviceable, the opposite of frou-frou 6/10. Delivery: speedy 8/10. Overall: great choice, but the lack of guidance can lead to a lingerie overload 8/10