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The Australia lingerie market attained a value of USD 2.90 Billion in 2025 and is projected to expand at a CAGR of 9.80% through 2035. The market is further expected to achieve USD 7.39 Billion by 2035. An increase in the demand for premium occasion-wear is encouraging manufacturers to create luxury laces, contoured shapes, and matched sets to facilitate premium merchandising in specialist and department store formats both online and across Australia.
Product development opportunities are increasing as period care and leak protection expand beyond standard bras and briefs, with absorbent features being incorporated into activewear, swimwear, and maternity ranges. Secondly, the market observes a chance to reach premium range in department stores.
The Australia lingerie market is further moving towards a more focused product-based period as companies compete based on fit engineering, flexible silhouettes, and extensions. Bases Flex of Bonds, released in February 2026, demonstrates this trend. This line consists of 96 SKU's and includes bodysuits, bralettes, bikinis, crops, and gees. These products are made from the four-way stretch fabric with pull-apart elastic seams aimed at improving comfort and flexibility. The Bases Flex campaign features Elle Macpherson, Shanina Shaik, and Jennifer Atilémile, underlining the relationship between product capabilities and brand-building.
Competitive dynamics in the Australia lingerie market are also affected by ownership and portfolio expansions. In July 2026, Australian billionaire Brett Blundy agreed to reacquire Hanes Australasia for about AUD 700 million, bringing Bonds, Bras N Things, Berlei and Sheridan under BBRC control. The portfolio spans nearly 500 stores and generates around AUD 1 billion annually. The acquisition returns Bras N Things to Blundy eight years after its sale, strengthening the brand’s position in Australia’s apparel retail market.
Compound Annual Growth Rate
9.8%
Value in USD Billion
2026-2035
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Calvin Klein unveiled their Fall 2026 campaign, presenting their new denim styles via storytelling that is centered on confidence and marketing that is global and digital. Companies in the Australia lingerie market can adopt similar campaigns where confidence is built using celebrity and storytelling around fit.
Nala, an Australian lingerie brand, extended its reach from online-only retailing to physical fittings in 22 Myer stores across Australia. Companies can use omnichannel marketing techniques, using both the digital and physical worlds for sizing and sales, leveraging such developments in the Australia lingerie market.
Body range was introduced by Marks & Spencer with 300 styles featuring invisible bras, shapewear, comfortable and innovative fabrics. Australian firms may come up with comfortable collections with stretchy materials, flexible construction and shapewear components to cater to changing fashion needs.
Etam collaborated with fashion designer Nensi Dojaka on a capsule collection comprising elements of lingerie, swimwear and ready-to-wear fashion. Australian firms may consider collaboration with designers and introduction of functional collections combining lingerie, swimwear and ready-to-wear fashion.
Brands are increasingly designing materials which take into account the factors of heat, moisture, breathability, and motion throughout the day. This Australia lingerie market trend can be seen in the FreeMesh collection of Boody, which uses a blend of 48% recycled nylon, 28% bamboo viscose, and 24% elastane to make a lightweight and breathable mesh for the country;s climate. The collection offers various types of bras such as triangles, plunges, crops, and full-bust wireless bras. Technical fabric development thus takes place in multiple fits.
Lingerie with leak-proofing technology is becoming mainstream as more brands incorporate absorbent fabrics into their underwear, swimsuits, and other lifestyles ranges, accelerating demand in the Australia lingerie market. In January 2026, FitKnicks launched gym-ready leakproof underwear, addressing urinary incontinence, visible panty lines, comfort, and confidence for active women. On the other hand, Modibodi distributes across major retailers such as Woolworths, Coles, Big W, and Rebel in Australia. In May 2024, Modibodi launched “Fear Not,” repositioning period underwear as aspirational lifestyle apparel while addressing period-related fears through confidence-driven marketing.
Circulatory design is becoming an increasingly commercially significant field of innovation due to the growing pressure on lingerie firms to cut back on synthetic waste and promote recyclability and material recovery. According to the Australia lingerie market analysis, approximately 860,000 tons of textiles, leather, and rubber waste were generated in 2022–23, which is about 33 kg per capita, with the recovery rate standing at 5%. Clothing comprises more than one-third of this waste stream. In this regard, government-sponsored product stewardship programs are motivating brands to design products that will be durable, reusable, and recyclable. In August 2023, Nudea announced plans full circularity by 2030, expanding recycling, sustainable materials, product longevity, and sleepwear offerings while reducing lingerie’s environmental impact.
The shift in sustainability from a brand message to a commercially measurable requirement for textile suppliers in the country is occurring, redefining the entire Australia lingerie market dynamics. As of July 1, 2025, the Australian Government’s Environmentally Sustainable Procurement Policy came into effect, applicable to textile procurement above AUD 1 million, obligating suppliers to consider environmental sustainability in their Supplier Environmental Sustainability Plan. While lingerie products are mainly considered a consumer category, such a policy creates new requirements for traceability, use of recycled materials, environmental reporting, and sustainable materials sourcing. Aligning with this trend, in February 2023, Victoria’s Secret launched the Forever Bra with plant-based pads designed for recycling, advancing circularity, and reducing lingerie textile waste.
The online distribution channel is rapidly becoming more significant to brands in the Australia lingerie market due to the need to offer a wider size range and more accurate fit data than would be possible in-store. Australians spent Aud 3.6 billion shopping online in the women's fashion category in 2025. Leveraging such opportunities, in September 2025, Victoria’s Secret launched its Australian e-commerce website with a CGI campaign featuring iconic Australian landmarks and digital experiences.
The Expert Market Research's report titled “Australia Lingerie Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Product Type
Key Insight: The bra category secures the major shares in the Australia lingerie market as women usually keep several different types of bras that serve different purposes. The knicker and panty segments thrive because of their disposable nature and multipacks' popularity, which generates consistent volume within the mass market channel. Shapewear becomes popular due to the increasing need for invisible smoothing beneath tight clothes, and bodysuits and high-waisted styles increase the range of situations where shapewear can be used. In September 2026, Marks & Spencer launched a padded-hip bodysuit, offering exaggerated curves and an hourglass silhouette through removable enhancement pads. Other categories, such as camisoles, slips, and lingerie sets, become popular when consumers want to layer products for their outfits.
Market Breakup by Material
Key Insight: Cotton is the preferred choice for everyday lingerie due to the breathability and consistent comfort of this fabric. Satin is chosen for fashionable lines that benefit from a smooth texture, shiny appearance, and sensuous styling. In February 2023, Honey Birdette launched its Nakeds basics range, expanding beyond premium lingerie into accessible, everyday essentials for broader customer appeal. Silk is selected for the high-end market, influenced by luxurious qualities, temperature control, and softness. Nylon is gaining importance across the Australia lingerie market scope due to stretch recovery, light weight, seamless and durable properties. Modal, bamboo, recycled, and other materials are favored by customers looking for more comfortable materials or eco-friendliness, pushing material segmentation forward.
Market Breakup by Price Range
Key Insight: As per the Australia lingerie market report, the significance of economy lingerie continues to be significant due to multipacks, simple silhouettes, and re-orders that continue to ensure that sales volumes are focused on easily available garments. The increasing significance of premium lingerie is based on demand for better fit, superior quality fabrics, intricate construction, and service-oriented shopping experiences. Customers have the ability to separate their needs for functional basics from investment pieces, enabling brands to offer value-focused and premium lines.
Market Breakup by Distribution Channel
Key Insight: Specialized stores occupy a substantial share of the Australia lingerie market due to the nature of the underwear being sensitive in terms of fitting and where guidance, touch, and expert sizing can limit the uncertainty associated with the purchase. Supermarkets and hypermarkets satisfy functional needs through the provision of basic products, multipack products, and easy household purchases. The online channel is growing fast because of more choices, discreet purchases, reviews, and expert fit suggestions. Other channels such as department stores, outlet stores, and brand stores provide premium discoveries, clearance opportunities, and brand experience.
Market Breakup by Region
Key Insight: New South Wales excels due to high population density, Sydney's well-developed fashion ecosystem, and specialty and department store distribution. Victoria continues to be influential because of Melbourne's fashion environment that allows luxury lingerie, designer, and independent labels. Queensland takes advantage of the warm climate, tourism, and the need for lightweight, breathable, and seasonal products. The Australian Capital Territory offers a smaller yet relatively wealthy customer base that enables a premium and specialized assortment offering. The Western Australia lingerie market is growing because of Perth's developing fashion retail ecosystem, the warm climate, and purchase power, while other territories and rural areas rely on online retailing and broad access retail.
By product type, brassieres lead the overall market growth due to everyday replacement and fit needs
Brassieres significantly contribute to the Australia lingerie market value, helped by replacement demands, fitting issues, and product differentiation among wireless, padded, balconette, and full coverage styles. Retailers have a preference for varied bra ranges, since their fit demands result in consumers buying different styles for work, relaxation, and occasions. Product innovations such as adaptive straps, smoothing fabrics, and wire-free support drive repeat purchases. In February 2026, Berlei launched Breathe bras with cooling, breathable fabrics designed to support women experiencing perimenopause-related heat discomfort.
The fasted growing product category in the Australia lingerie market is represented shapewear, driven by consumer desire for targeted smoothing, sculpting, and layering products that work well under contemporary fashion clothing. Australian brands are working on developing more breathable and seamless fabrications that could be worn for longer periods of time without feeling restricted. The demand for shapewear is fueled by body shaping garments that work under fitted dresses, occasion, and workwear. New product developers are expanding shapewear product ranges beyond bras into bodysuits, shorts, camisoles, and sculpting tops.
Cotton materials dominate the market due to breathability, softness, familiarity, and everyday comfort
Cotton continues to be the main fabric as the softness, breathability, absorbency and familiarity of cotton makes it appropriate for everyday Australian lingerie. Cotton blends and stretches are used by brands in order to achieve comfort and shape retention while retailers depend on cotton basics in order to impact the overall Australia lingerie market revenue. Cotton performs well in briefs and everyday bras. Availability in supply chain and consumer acceptance enable competitive pricing in order for brands to have affordable core lines while using superior fibers and finishes in high-end lines. In July 2026, Kindred Bravely launched its SoftStretch Cotton Collection, offering breathable, stretchy maternity and postpartum intimates designed for comfort, support, and changing bodies.
Nylon is becoming the fastest growing material since brands in the Australia lingerie market want to achieve lightweight stretch, durability, smooth feel and fit silhouettes. Nylon's compatibility with elastane enables seamless bras, sculpting pieces, microfiber briefs and technical shapewear that needs recovery after many wears. This fabric achieves construction that does not show up under modern clothing and therefore becomes valuable in premium lines.
By price range, the economy segment leads market growth due to multipack demand, replacement cycles, and affordability
Affordable lingerie continues to be the dominating price segment in the Australia lingerie market owing to its regular replacement, multipacks, and low cost allow consumers to buy affordable lingerie for everyday life. Large-scale retailers gain an advantage from customers looking for practical and inexpensive lingerie items. Manufacturers compete by designing simple models, saving material, limiting color choices, and making products in large quantities. Necessity of replacement makes affordability a desirable quality for consumers that put functional benefits above other features.
Premium lingerie is the fastest growing price segment due to consumers' preference of high-quality fit, specialized materials, superior construction and special design, creating new opportunities in the Australia lingerie market. More premium lines with delicate lace, silk, innovative technologies, and special engineering appear. Retailers focus on premium service and curated collections of products. The products benefit from consumers' search for lingerie that will work at work, during travel, and for intimate occasions. In August 2026, Kate Spade and DKNY launched sleepwear across Australia and New Zealand, expanding branded intimate offerings through local distribution.
By distribution channel, specialized stores lead the market due to fitting expertise, evaluation, and sizing
Specialty stores make up the leading distribution channel as buying lingerie requires expertise in fitting, touch assessment, and differentiated sizes and structure of lingerie products. These stores can sell bras, shapewear, and luxury sets simultaneously while guiding the customers in fitting and selection, accelerating the Australia lingerie market penetration. Specialization in assortment is another way for brands to present their products' technical characteristics better than in any general merchandise context.
The online channel is the fastest growing distribution channel since lingerie brands are constantly improving their fit guidance, visualization, and fulfillment on the internet. Online shopping allows retailers to keep more sizes and colors in inventory at the same time, not having the same number of shelves as in physical shops and meeting the needs of the long-tail segment that requires special fits. In January 2025, One Empire Sleep expanded into Canada, marking its first North American market entry and strengthening its international growth strategy.
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New South Wales leads the market due to population concentration, Sydney retail, and fashion demand
New South Wales dominates in the Australia lingerie market due to the presence of large population, metropolitan retail environment, and fashion-conscious customers who drive the demand for lingerie. Sydney facilitates specialty, department store, and brand direct retailing for a platform that allows premium product launches and fit-based merchandising. There are various customer segments found in the state, metropolitan, and regional areas making it necessary to offer assortment of products including basics, shapewear, active intimates, and luxury sets. In May 2025, Léays launched in Australia with influencer-led marketing, positioning lingerie, sleepwear, and beauty collections around confidence and self-expression.
The Western Australia lingerie market is becoming the fastest growing industry due to urbanization, purchasing power, and retail environment which drives the demand for high value lingerie. Perth is the commercial center which offers customers access to specialty brands, department stores, and online purchases. The region provides a chance to design light weight and breathable lingerie for warm weather conditions.
The industry comprises numerous firms using mass marketing, specialist retailing, premium lingerie business, and digitally enabled marketing strategies. Leading Australia lingerie market players focus on inclusivity sizing, breathable and recyclable fabrics, seamless construction, leakage protection, and premium lingerie combining aesthetics with functionality. Existing enterprises can enhance their market positioning through direct-to-consumer marketing efforts, improved personalized fitting, and localized product assortment.
Australia lingerie companies can utilize expert fitting and carefully selected international brands, and global brands including licensing deals, celebrities, and existing supply chains. Sustainability is one more aspect of competition in the industry owing to growing demands on the part of suppliers in relation to traceability, recycling, durability, and proper source of production.
Founded in 2007, Playboy Enterprises is located in California, United States. Playboy Enterprises engages in the lingerie segment through its Playboy product line with its consumer-products business model based on licensing, its renowned rabbit symbol, lifestyle approach, and collaborations with creators to sell intimate apparels.
Founded in 1893, Hanes Australia is located in Australia. Hanes Australia is engaged in the operation of leading Australian brands in the intimate apparel segment such as Bonds, Bras N Things, and Berlei by means of extensive wholesale channels and distribution networks across physical and online channels.
Founded as a lingerie specialty store, Kitty K is based in Victoria, Australia. It is a specialist store offering international designer lingerie and loungewear brands including Chantelle, Chantal Thomass, Cosabella, and Maison Lejaby. The brand's strategy revolves around customization in fitting, superior aesthetics, and product range.
Founded in 1884, Maison Lejaby is based in France. It concentrates on French corsets, premium fabrics, superior cuts, and controlled fitting in its positioning for lingerie. Due to its international distribution and specialist products knowledge, it can compete in the premium segment of the Australian market.
Other key players in the market include NICO, Triumph International (Australia) Pty Ltd., and Juem, among others.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Unlock the latest insights with our Australia lingerie market trends 2026 report. Discover regional growth patterns, consumer preferences, and key industry players. Stay ahead of competition with trusted data and expert analysis. Download your free sample report today and drive informed decisions in the market.
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
The market is projected to grow at a CAGR of 9.80% between 2026 and 2035.
The lingerie market is categorised according to product type, which includes brassiere, knickers or panties, shapewear, and others
The key players are Playboy Enterprises, Inc., Hanes Australia Pty Ltd., KITTY K, MAISON LEJABY, NICO, Triumph International (Australia) Pty Ltd., and Juem among others.
Based on the price range, the market is divided into economy and premium.
The market is broken down into New South Wales, Victoria, Queensland, Australian Capital Territory, Western Australia, and others.
In 2025, the market reached an approximate value of USD 2.90 Billion.
Key challenges include intense competition, changing consumer preferences, high production and operating costs, sustainability requirements, sizing complexities, and competition from international brands and online retailers.
Key strategies driving the market include expanding comfort-focused and functional products, developing leakproof and period-care lingerie, adopting sustainable materials, strengthening omnichannel retail, launching inclusive sizing, and using collaborations and digital marketing to increase brand engagement.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Product Type |
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| Breakup by Material |
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| Breakup by Price Range |
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| Breakup by Distribution Channel |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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