HommeMystere claims Britain is its second largest market after the US as men have been rushing to order this new bedroom trend, the Sun reported.
Items which are marketed at straight men include bras, camisoles, teddies and even frilly knickers from 17 pounds to 37 pounds.
An online advert features a sexy lady in lingerie getting ready when her boyfriend joins her in matching undies.
Aussie Brent Krause and his wife Lara started the line four years ago after they decided men needed more choice in underwear.
The online store offers everything from lacy man thongs, tights and suspenders to pink patterned vests and pants.