Australia Lingerie Market to Grow with a CAGR of 8.35% through 2030
The Australia Lingerie
Market is driven by rising body positivity, growing demand for comfort and
inclusivity, and increasing online retail adoption.
According
to TechSci Research report, “Australia Lingerie Market – By Region, Competition,
Forecast & Opportunities, 2030F”, the Australia Lingerie Market stood
at USD 2.62 Billion in 2024 and is anticipated to grow USD 4.24 Billion by 2030
with a CAGR of 8.35% during
forecast period. Australia’s
lingerie market has evolved from a niche fashion category into a mainstream
apparel staple that commands strong brand loyalty and steady year‑round demand. While the sector still
mirrors the broader retail environment—facing cost‑of‑living
pressures and cautious discretionary spending—lingerie remains relatively
resilient because it is treated as both a daily necessity and a self‑care purchase. Industry researchers
estimate the domestic lingerie‑store
channel alone to be worth well over half a billion Australian dollars in 2025,
with a stabilising outlook after several contractionary years as shoppers
return to bricks‑and‑mortar stores and refine their online
buying habits. At the same time, the sector is grappling with a pronounced value–versus–premium
divide: discount department chains and e‑commerce
pure players lure price‑sensitive
consumers, whereas boutique and luxury labels court shoppers seeking elevated
materials, sustainability, and a personalised fit experience.
Consumer expectations have shifted
decisively toward comfort, inclusivity, and authenticity, reshaping product
design and marketing narratives. Traditional wired silhouettes and overtly
sexualised imagery are giving way to wire‑free
bralettes, seamless underwear, leak‑proof
briefs, maternity‑friendly
styles and gender‑neutral
lines that embrace body positivity. Australian start‑ups such as Nala and Modibodi have
gained traction by foregrounding soft fabrics, broad size ranges, and campaigns
featuring diverse bodies, while established mass labels like Bonds refresh core
lines with stretch bamboo and recycled nylon to remain relevant.
Competition in Australia is intense and
multilayered, spanning foreign giants, long‑standing domestic players, department‑store house brands, and digitally native
challengers. Hanes Australasia (Bonds, Berlei), Bendon Group (Pleasure State,
Fayreform), and Cotton On Body sit alongside luxury chain Honey Birdette, up‑market e‑tailers such as Kat the Label, and
budget behemoths Kmart and Target. The crowded field forces constant
experimentation with limited‑edition
capsules, collaborations with local designers, and loyalty programmes that
prize repeat purchases in a low‑growth
economy..
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" Australia Lingerie Market”
The Australia Lingerie Market is segmented into product type,
distribution channel, and company.
Based on the distribution channel, offline
segment continues to dominate the Australia lingerie market due to consumers’
preference for tactile shopping experiences, personalized fittings, and
immediate product access. Brick-and-mortar stores allow shoppers to try on
products, assess fabric quality, and receive expert advice—crucial factors in
choosing intimate wear. Department stores, specialty lingerie boutiques, and
brand-exclusive outlets such as Bonds and Bras N Things maintain strong foot
traffic, particularly in urban centers and high-street retail zones. Offline
channels also support impulse buying and enable experiential retail through
curated store layouts, seasonal displays, and in-person promotions. Despite the
growth of e-commerce, many consumers still rely on physical stores for their
first purchase or size confirmation, reinforcing offline retail’s role as the
market’s dominant distribution channel.
Based on the region,
Queensland is emerging as the fastest-growing region in Australia’s lingerie
market, driven by its expanding population, rising urbanization, and increasing
disposable incomes. Cities like Brisbane and the Gold Coast are witnessing a
surge in demand for fashionable and functional lingerie as younger,
style-conscious consumers seek products that balance comfort and aesthetics.
The region's growing retail infrastructure, including the expansion of shopping
centers and lifestyle malls, is supporting both brick-and-mortar and
omni-channel lingerie sales. Additionally, the rise of e-commerce adoption
across Queensland’s suburban and regional areas has broadened access to a
diverse range of brands and styles. As awareness of inclusivity, body
positivity, and sustainable fashion increases, Queensland continues to outpace
other regions in lingerie consumption and market expansion.
Major companies
operating in Australia Lingerie Market are:
- Hanes
Australasia Pty Ltd
- Bendon
Group Limited
- Bras
N Things Pty Limited
- Honey
Birdette (Aust) Pty Ltd
- Peter
Alexander Sleepwear Pty Ltd
- Myer
Pty Ltd
- Cotton
On Body Pty Ltd
- Target
Australia Pty Ltd
- Kmart
Australia Limited
- David
Jones Pty Limited
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“The Australia
lingerie market is driven by rising body positivity, demand for comfort-focused
designs, increasing online shopping, and growing interest in sustainable and
inclusive fashion. Consumers seek lingerie that blends style with functionality
and everyday wearability. Trends such as gender-neutral collections, minimalist
aesthetics, and wellness-integrated designs are reshaping product offerings.
Experiential retail and AI-powered size recommendation tools are enhancing
shopping experiences both online and offline.,” said Mr. Karan Chechi, Research
Director of TechSci Research, a research-based management consulting firm.
“Australia Lingerie
Market By Product Type (Briefs, Bras, Shapewear, Others), By Distribution
Channel (Online, Offline), By Region, Competition, Forecast &
Opportunities, 2020-2030F”, has evaluated the future growth potential of Australia
Lingerie Market and provides statistics & information on market size,
structure and future market growth. The report intends to provide cutting-edge
market intelligence and help decision makers take sound investment decisions.
Besides, the report also identifies and analyzes the emerging trends along with
essential drivers, challenges, and opportunities in the Australia Lingerie
Market.
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