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Matalan posted a 30 per cent jump in profits last week - and it looks as though their new campaign could be the reason why.

Showing off a stunning figure, model Abbey Clancy showcased the latest collection of stylish bikinis, painting the perfect picture of holiday chic.

Relaxing in the sun, Abbey's sophisticated shots appear more designer than High Street as the images are sure to see sales continue to soar.


The WAG, no doubt used to a designer wardrobe, is certainly a fan of the low-cost beachwear, which retails from as little as £4 for a pair of bikini bottoms, as she has been modelling for Matalan for three years.

Abbey, who is engaged to England player Peter Crouch, said: 'I love this season’s swimwear collection. No one would ever know the pieces are such great value, when they look so expensive. I will definitely be putting them in my suitcase!’

Brights, fantastic prints and exciting new designs give the range new edge. Inspired by Hawaiian flowers, beach scenes, lush florals and leaf prints, the pieces form a ‘Club Tropicana’ capsule collection.


For a more sophisticated look Matalan have incorporated spicy, deep hues from the East, with paisley henna prints and tie-dye combined to give the perfect ‘Asia Deluxe’ trend.


Like many retailers, Matalan is adjusting its business model as consumers move away from the high street.

The privately-held group plans to open 100 more out-of-town stores over the next few years, taking its total number of outlets to more than 300, while ramping up online sales.