An online and home shopping retailer which specialises in larger sizes says sales of big bikinis have nearly tripled as curvaceous women become more comfortable about their bodies.

Angela Spindler, chief executive of N Brown, which operates brands including Simply B and Figleaves, said: "A big percentage of our customers are size 16 and over and they are prepared to wear bikinis now. And good for them."

She said the retailer had enjoyed a good start to the summer fashion season: "There is good momentum in the market helped a bit by the nice weather and larger ladies are feeling more confident."

Excluding the Figleaves lingerie site – which doesn't focus on larger sizes – bikini sales rose 277%. The best selling sizes are 16 and 18, but Spindler said it is selling up to size 32.

N Brown's shares dropped 3% to 21.8p as the retailer revealed a lacklustre 2.6% rise in overall sales in the most recent weeks. Spindler said the slow growth was the result of a decision to stop stocking expensive but low-profit electrical items such as TVs as well as a lull in marketing for JD Williams, its core brand aimed at older women.

The brand is being relaunched in the autumn with a campaign fronted by TV presenter Lorraine Kelly.