Woods of Morecambe, based opposite the Clock Tower on the promenade, has been inundated with women wanting their bust measured after Trinny and Susannah highlighted the problem on their current ITV1 series, Undress The Nation.

The family-run firm, which started selling women's underwear in the resort in 1918, has seen the number of customers increase dramatically in the last three weeks and managing director Nick Race couldn't be happier.

He said: "The day after the show aired we had 30 people come in wanting to be measured up for a new bra and people have been coming in steadily ever since using our free measuring service.

"They haven't all bought something but I hope they will consider us when they next want to purchase some underwear."

The 42-year-old said: "Before the programme, I thought 80 per cent of women were not wearing the right size but Trinny and Susannah claimed that figure was more like 90 per cent.

"It was something we had known for a while and we were looking at ways of getting the message out to women when Trinny and Susannah have done this programme at exactly the right time."

The shop, which has six members of staff, three of who have 80 years experience between them, offers a wide variety of underwear including bras, corsets and knickers for women aged 35 to 70. The firm stocks many famous brands including Fantasie, Triumph, Sloggi and Wonderbra.

Styles have changed throughout the years that Nick and his family have been involved with the business.

He said: "We used to sell lots and lots of corsets but nowadays people are after shapewear.

"Gok Wan has proved on his show how shapewear and miracle suits are popular and in many ways they're the modern day equivalent of the corset."

The shop was established by the Woods family but Nick's parents bought the business back in 1973.

They moved from Burnley to the resort and developed the shop as well as a wholesale business. They even started a mail order business and advertised in the Dalesman, Scotsman and People's Friend magazine.

Nowadays a large amount of their business is done over the internet with their mail order business based on White Lund, employing eight staff.

For more details log on to www.woods-online.co.uk or phone 01524 426611.