Online Lingerie Store Leg Avenue

Leg Avenue is an US based lingerie company and sells their collection across the Europe through their Netherlands head office and they don’t have any stores! Leg Avenue sells lingerie from their online store.
I saw this brand today in Moda 2014 event at NEC, Birmingham. The reason I cover this brand, first of all I knew the models from the other events and online store based lingerie business. Honestly, I never thought people will buy lingerie or underwear on internet or a lingerie company can survive solely with internet sales. But it does! 
Apparently, online store works well! So, this is a very good case study to understand the power of e-commerce and proof to survive without any physical stores for lingerie and underwear business. I am sure it is way harder to sell underwear rather than books on internet :)