Australia Lingerie Market By Product Type (Briefs, Bras, Shapewear, Others), By Distribution Channel (Online, Offline), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Australia Lingerie Market was valued at USD 2.62 Billion in 2024 and is anticipated to grow USD 4.24 Billion by 2030 with a CAGR of 8.35%. The Australia lingerie market is witnessing steady growth driven by evolving consumer preferences, rising disposable incomes, and a growing emphasis on body positivity and comfort. Australian women are increasingly seeking lingerie that blends functionality with fashion, favoring brands that offer inclusive sizing and sustainable materials. The market has also seen a surge in demand for wireless bras, bralettes, and seamless underwear, reflecting a shift toward comfort-focused designs. E-commerce and social media have further propelled the market by enhancing product accessibility and brand visibility. Local and international players are innovating with diverse styles and personalization to cater to varied consumer needs.

Key Market Drivers

Rising Focus on Comfort and Body Positivity

The modern Australian consumer places increasing importance on comfort, inclusivity, and self-expression in fashion, significantly influencing lingerie preferences. Traditional underwire bras and structured silhouettes are gradually being replaced by softer, comfort-first options like bralettes, seamless bras, and wire-free designs. This shift reflects a broader societal movement toward body positivity, where consumers seek lingerie that supports and flatters without conforming to unrealistic beauty standards. Brands that embrace this trend by offering inclusive sizing, adjustable fits, and designs suitable for all body shapes are seeing growing traction in the market. The demand is no longer just for visually appealing pieces but for lingerie that provides all-day wearability and body confidence. Retailers are increasingly promoting unretouched models and diverse representations in campaigns, which resonate strongly with Australian shoppers, particularly Gen Z and millennial consumers. This evolution in consumer mindset is driving product innovation and expanding market opportunities for both established and emerging lingerie labels.

Growth of E-commerce and Digital Retail Channels

Digital retail has emerged as a game-changer for the Australian lingerie market, enabling consumers to browse, compare, and purchase from a wide array of brands with convenience and privacy.  In 2024, Australia’s e-commerce sector reached new milestones, with over 9.8 million households collectively spending more than USD 69 billion through online platforms.  Online lingerie sales have surged in recent years, supported by the expansion of user-friendly e-commerce platforms, virtual try-on technologies, and personalized recommendation engines. E-commerce giants and local boutiques alike are capitalizing on this trend by optimizing mobile shopping experiences and integrating AI-based tools to assist customers in selecting the right sizes and styles. Subscription-based lingerie services, which offer curated selections based on customer preferences, are gaining popularity as well. Social media platforms such as Instagram and TikTok further bolster digital sales by serving as marketing tools where influencers, brand ambassadors, and fashion bloggers showcase new collections and styling tips. The availability of customer reviews, return-friendly policies, and fast delivery options adds to the appeal of online lingerie shopping. As internet penetration and digital payment adoption continue to rise in Australia, e-commerce is expected to remain a dominant growth driver in the lingerie sector.

Increasing Demand for Sustainable and Ethical Fashion

Environmental consciousness and ethical production practices have become critical factors influencing lingerie purchases in Australia. Australians buy an estimated 27 kilograms of new fashion and textiles per person annually—more than double the global average of 13 kilograms. A growing segment of consumers—especially younger demographics—prioritize eco-friendly fabrics, transparent sourcing, and fair labor practices when selecting innerwear brands. This trend has spurred demand for lingerie made from organic cotton, bamboo, recycled polyester, and other sustainable materials. Local and global brands are responding by revamping their supply chains, adopting biodegradable packaging, and minimizing waste during production. Companies that communicate their sustainability credentials clearly and authentically through labeling, marketing, and certifications are gaining a competitive edge. Furthermore, Australian consumers increasingly value longevity and durability in lingerie, viewing quality as a means to reduce environmental impact. Ethical considerations, such as supporting women-owned businesses or brands that donate a portion of profits to social causes, also influence purchase behavior. As awareness around climate change and ethical consumption grows, sustainability will remain a strong and enduring driver in shaping the Australian lingerie landscape.

Product Innovation and Premiumization

The Australian lingerie market is benefitting from continuous product innovation and the trend toward premiumization, wherein consumers are willing to spend more on high-quality, well-designed, and multi-functional innerwear. Technological advancements have enabled the development of moisture-wicking fabrics, temperature-regulating materials, and adaptive fits that offer enhanced comfort and support. Brands are experimenting with hybrid products, such as shapewear-lingerie combos or bras with convertible straps and multi-way designs, to cater to diverse styling needs. At the same time, the aesthetic appeal of lingerie is evolving, with intricate lace, embroidery, and modern minimalist styles gaining popularity. Luxury lingerie brands are expanding their footprint in Australia through exclusive online and brick-and-mortar stores, offering personalized fittings and curated shopping experiences. As consumers increasingly view lingerie not just as a necessity but as a fashion and self-care product, they are willing to invest in pieces that offer superior feel, functionality, and design. This trend is driving average unit prices upward and contributing to a more segmented, premium-oriented market structure.

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Key Market Challenges

High Return Rates and Sizing Inconsistencies

One of the most persistent challenges in the Australian lingerie market is the issue of inconsistent sizing and the resulting high return rates, particularly in the online segment. Lingerie, by nature, is a highly personal and fit-sensitive category, where even minor discrepancies in size can lead to discomfort or dissatisfaction. Many brands use varying size standards, making it difficult for customers to find the right fit across different labels. This challenge is compounded in digital retail environments where consumers cannot try on products before purchasing. Consequently, online lingerie retailers often face a high volume of returns and exchanges, which impacts profitability, increases operational costs, and complicates inventory management. While some companies are investing in fit prediction technologies and virtual fitting rooms, these tools are still evolving and may not completely eliminate the risk of poor fit. Furthermore, for consumers with non-standard body types, finding well-fitting lingerie remains a frustrating and time-consuming process. These sizing issues not only affect customer satisfaction and brand loyalty but also pose a barrier to e-commerce growth in the lingerie category.

Market Saturation and Competitive Pressure

The Australian lingerie market is increasingly becoming saturated, with a growing number of domestic and international players competing for consumer attention. Established global brands like Victoria’s Secret, Calvin Klein, and Triumph are operating alongside a rising number of local and niche brands such as Bonds, Bras N Things, and newcomer startups focusing on ethical and inclusive designs. This intense competition has led to market fragmentation, where companies must differentiate themselves not only through product quality but also through branding, values, and customer experience. However, achieving strong brand visibility in such a crowded space is challenging, especially for small and mid-sized companies with limited marketing budgets. Promotional campaigns, influencer collaborations, and loyalty programs require significant investment, which may not always translate into long-term customer retention. Additionally, price wars and frequent discounts are eroding profit margins across the industry. In this environment, brands that fail to continuously innovate or adapt to shifting consumer preferences risk losing relevance. The pressure to stand out in a highly competitive and brand-driven market is a major obstacle for sustainable growth.

Supply Chain Disruptions and Rising Input Costs

Global supply chain disruptions and the rising cost of raw materials present another significant challenge for the Australian lingerie industry. Many lingerie components—such as lace, elastics, fasteners, and specialty fabrics—are imported, making the market vulnerable to international trade fluctuations, shipping delays, and geopolitical tensions. Events such as the COVID-19 pandemic, ongoing port congestion, and rising freight costs have disrupted sourcing and manufacturing timelines, affecting product availability and lead times. In addition, inflationary pressures have driven up the costs of labor, materials, and transportation, which in turn reduce manufacturers’ and retailers’ margins. For brands focused on sustainability and ethical sourcing, maintaining profitability while adhering to responsible practices becomes even more difficult. These supply-side challenges can lead to inventory shortages, delayed launches, or cost-cutting measures that compromise product quality. As customer expectations around timely deliveries and consistent availability continue to rise, overcoming logistical and cost-related hurdles is becoming increasingly critical for players in the Australian lingerie market to maintain a competitive edge.

Key Market Trends

Rise of Gender-Neutral and Androgynous Lingerie Designs

A prominent trend reshaping the Australian lingerie landscape is the growing acceptance and popularity of gender-neutral and androgynous lingerie collections. Consumers, especially from Gen Z and LGBTQ+ communities, are rejecting traditional gender binaries and demanding intimate apparel that aligns with their identities and lifestyles. In response, brands are introducing collections that eliminate the overtly feminine or masculine aesthetic and instead focus on neutral tones, minimalist cuts, and universal sizing. These designs are being promoted through inclusive campaigns that celebrate diversity in body types, gender expressions, and personal identities. The trend is also being reinforced by the increasing visibility of gender-fluid fashion influencers and activists in Australia’s cultural mainstream. Retailers are gradually shifting away from gendered store layouts and marketing language to create a more welcoming shopping environment for all individuals. This movement reflects a deeper societal shift towards inclusivity and self-expression, signaling a long-term change in how lingerie is perceived—not as a gendered necessity, but as a personal and expressive wardrobe choice.

Integration of Wellness and Functionality in Lingerie

Lingerie in Australia is increasingly merging with the wellness sector, evolving from mere undergarments into functional lifestyle products that support physical and mental well-being. Consumers are now looking for lingerie that not only looks good but also feels good—offering benefits like posture support, temperature regulation, and stress relief. This has led to the popularity of pieces crafted from breathable, anti-bacterial, and skin-friendly fabrics like bamboo viscose and modal blends. Some lingerie lines now integrate features like light compression for muscle support or anti-odor technology for activewear-inspired comfort. This wellness-centric approach is also reflected in the rise of maternity and post-surgery lingerie, which prioritize functionality, healing, and ease of wear. Additionally, the Australian market is seeing increased demand for "restwear" or lounge lingerie—hybrid pieces that combine the comfort of sleepwear with the structure of traditional intimates, suitable for both home and casual wear. This convergence of lingerie and wellness underscores a trend where innerwear is seen as a part of holistic self-care, not just fashion or utility.

Experiential Retail and Custom Fitting Technologies

In an era where digital retail dominates, lingerie brands in Australia are investing in experiential brick-and-mortar concepts and advanced fitting technologies to create memorable and personalized customer journeys. Physical stores are being reimagined as immersive spaces offering more than just racks of products—they now feature custom fitting lounges, mood lighting, scent marketing, and even lingerie styling consultations to enhance the shopping experience. Boutique brands are leveraging this opportunity to provide one-on-one fittings that focus on customer comfort and education, which in turn builds loyalty and trust. At the same time, technology-driven innovations such as 3D body scanning, AI-assisted sizing tools, and augmented reality (AR) fitting rooms are being adopted by both physical and online retailers to address the persistent issue of fit and sizing. These tools analyze body shape and posture to recommend accurate styles, helping reduce return rates and improve satisfaction. This blend of in-store experience and digital enhancement is becoming an important differentiator, particularly as Australian consumers seek more engaging and confidence-boosting lingerie purchases.

Influence of Athleisure and Minimalist Fashion Aesthetics

The rise of athleisure and minimalist fashion trends is exerting a strong influence on lingerie preferences in Australia. In 2024, Australia’s fitness and athletic clothing retail market was valued at USD 4.2 billion. Sports apparel is projected to hold the largest share of the activewear retail market in 2025. As casual dressing becomes a dominant lifestyle choice, consumers are opting for lingerie that aligns with their everyday comfort-first wardrobes. This has resulted in an uptick in demand for bralettes, sports bra-inspired designs, and seamless underwear that can double as both innerwear and outerwear. Neutral color palettes—like beige, black, white, and soft earth tones—dominate current collections, reflecting the minimalist aesthetic widely favored in fashion and interior design. Many consumers now favor understated styles with clean lines, soft silhouettes, and subtle branding, moving away from overly decorative pieces like push-up bras or ornate lace designs. This trend also extends to fabric selection, with smooth microfiber, organic cotton, and stretch jersey becoming the preferred materials for their light feel and everyday functionality. The minimalist lingerie movement mirrors broader lifestyle preferences in Australia, where comfort, versatility, and understated elegance are increasingly valued over extravagance and formality.

Segmental Insights

Product Insights

Briefs continue to dominate the Australia lingerie market as the most preferred style of underwear due to their superior comfort, support, and versatility. Their full coverage and snug fit appeal to a wide range of consumers across age groups and body types, making them a staple in everyday wear. For women, briefs provide a secure and smooth silhouette under various outfits, while for men, they offer excellent support, especially during physical activity. The rise of body-positive marketing and demand for practical innerwear has further strengthened the popularity of briefs over trendier but less functional alternatives. Additionally, innovations in fabric, including breathable cotton blends and seamless designs, have enhanced their appeal, cementing briefs as the leading segment in Australia's lingerie category.

Distribution Channel Insights

The online segment is emerging as the fastest-growing channel in Australia’s lingerie market, driven by rising digital adoption, convenience, and access to a broader range of brands and styles. Consumers increasingly prefer online shopping for its privacy, ease of comparison, and time-saving benefits. E-commerce platforms offer size guides, virtual fitting tools, and customer reviews that help buyers make informed decisions, addressing traditional concerns around fit and comfort. Additionally, the growth of social media marketing, influencer collaborations, and targeted digital ads has boosted brand visibility and consumer engagement. With flexible return policies, subscription services, and fast delivery options enhancing the shopping experience, the online segment continues to outpace physical retail, reshaping how Australian consumers purchase lingerie.

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Regional Insights

Australia Capital Territory (ACT) and New South Wales (NSW) stand out as the dominant regions in the country’s lingerie market, driven by high population density, urbanization, and strong retail infrastructure. Sydney, as a major metropolitan hub in NSW, hosts numerous domestic and international lingerie brands, providing consumers with wide access to premium and affordable options. These regions also have higher average disposable incomes and a fashion-conscious population, fueling demand for both functional and fashionable lingerie. The presence of flagship stores, shopping centers, and a robust e-commerce network further supports market dominance. Additionally, progressive attitudes toward body positivity and inclusive fashion in these regions have encouraged consumers to explore diverse styles, solidifying ACT and NSW as key lingerie markets in Australia.

Recent Development

• In 2025, Calvin Klein unveiled its new shapewear collection in Australia, offering items from briefs to bodysuits with four levels of compression. The range blends support, comfort, and the brand’s signature minimalist style.
• In 2025, French luxury lingerie brand Simone Péréle opened a new flagship store at Burnside Village (SA). The boutique features a redesigned aesthetic and sustainable elements like upcycled wood fitting rooms, signaling its commitment to premium and eco-conscious retail.
• Australian eco-lingerie label Boody introduced FreeMesh in 2025. Developed with bamboo-infused fabric for breathability and comfort, the semi-sheer, sustainable line spans sizes XS–2XL and reflects rising demand for planet-friendly materials and design.
• In 2024, Australian period- and leak-proof underwear specialist Modibodi unveiled its luxe Renaissance Collection at the Salon International de la Lingerie in Paris. Designed for premium appeal, the line blends absorbent technology with elevated fabrics and will be expanded globally.

Key Market Players

• 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
  
  

Report Scope:

In this report, the Australia Lingerie Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Australia Lingerie Market, By Product Type:

o   Briefs

o   Bras

o   Shapewear

o   Others

• Australia Lingerie Market, By Form:

o   Online

o   Offline

• Australia Lingerie Market, By Distribution Channel:

o   Online

o   Offline

• Australia Lingerie Market, By Region:

o   Australia Capital Territory & New South Wales

o   Northern Territory & Southern Australia

o   Western Australia

o   Queensland

o   Victoria & Tasmania

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Australia Lingerie Market.

Available Customizations:

Australia Lingerie Market report with the given market data, Tech Sci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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