Men's underwear and swimwear website Deadgoodundies.com has had another season of record breaking sales over Christmas and New Year despite adverse weather conditions affecting retail sales all over the country.

Overall sales were up more than 30% compared to 2009 marking impressive growth since the website launched in 2007.

The Christmas sale, which kicked off on 25th December, attracted an unprecedented number of bargain hunters taking advantage of the site's special festive offer ahead of the new season deliveries in January.

“For us, 2010 was a fantastic year,” said Adam Davies, founder of DGU. “We knew the holiday season was going to be busier than last year but we had no idea just how many orders would be placed. The snow and resulting delivery problems definitely put off many UK customers in mid-December which was a shame. But with the four day weekend from 25th-28th, the week between Christmas and New Year was our busiest ever!”

Deadgoodundies have reached the final of the 2011 Drapers Etail Awards in the Best Specialist Etailer category - winners will be announced 27th January. Whatever the outcome at the ceremony Adam is in no doubt that the website's success and rising sales will continue throughout 2011.

“Despite the current financial climate seeing even seemingly recession proof businesses feeling the pinch, the men's underwear industry hasn't faltered. Our website has definitely bucked the trend by growing and developing significantly.”