Online hosiery retailer Mytights.com has started delivering its products in plain brown envelopes after getting dozens of complaints from its male customers.
The company had to cover up its logo to prevent embarrassment for its large base of male clients.
"Many men are buying [tights] as presents and others are buying for themselves," said Laura Godsal, managing director of Mytights.com.
The company admitted it had not expected to be so popular with men but has now set up a special help section to give men advice on choosing the right pair.
"We have a very wide range of products and sizes," said Godsal. "The site gives men anonymity and cuts down the embarrassment of going to a high street store."
A large selection of designer brands and tights specially for those over 6ft tall is available from the site.