According to the TechSci Research report titled, “Australia Lingerie Market – By Region, Competition, Forecast & Opportunities, 2030F,” the Australia lingerie market stood at USD 2.62 Billion in 2024 and is projected to grow to USD 4.24 Billion by 2030, expanding at a CAGR of 8.35% during the forecast period. What was once considered a discreet segment of the fashion industry has now emerged as a dynamic and inclusive market that reflects evolving cultural values, body positivity, and personal wellness priorities. The lingerie sector in Australia is being redefined by consumers’ demand for functional, fashionable, and emotionally resonant products.
Industry Key Highlights
The lingerie sector has become a resilient and high-demand fashion category in Australia.
Lingerie is no longer confined to fashion or functional basics; it reflects identity, self-expression, and comfort.
Queensland emerges as the fastest-growing region with a rising urban and youth-centric demographic.
Offline retail continues to dominate due to consumer preference for personalized fittings and tactile shopping.
Major players include Hanes Australasia, Bendon Group, Bras N Things, Cotton On Body, and David Jones.
E-commerce continues to rise, especially among Gen Z and millennial buyers.
There is increasing popularity of comfort-led lingerie designs, eco-conscious fabrics, and gender-neutral styles.
Local Australian start-ups are gaining attention for their authenticity and focus on inclusivity.
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Market Evolution and Consumer Mindset
Australia’s lingerie market has moved far beyond traditional definitions of undergarments. As consumer expectations have matured, lingerie has transformed into a product segment that balances aesthetics with wellness. While cost-of-living pressures still shape retail spending, lingerie has remained resilient as consumers treat it as both a necessity and a form of self-care.
This emotional connection to lingerie has helped drive continued demand. Shoppers are no longer satisfied with standard silhouettes and limited size offerings. They are prioritizing soft fabrics, wireless support, breathable materials, and smart construction that aligns with movement, lifestyle, and personal values. Aesthetic preferences have also shifted away from overtly sexualized marketing, giving way to campaigns that center on authenticity and diversity.
Drivers of Growth
1. Comfort-Centric Designs
Today’s consumer values comfort above all else. Seamless designs, bralettes, bamboo fabrics, and wireless constructions have gained immense popularity. Leading brands are innovating with stretchable fabrics that support without restricting, blurring the lines between lingerie and loungewear.
2. Inclusivity and Body Positivity
A key growth driver is the shift toward inclusivity. Brands now offer wider size ranges, maternity styles, adaptive lingerie for people with disabilities, and gender-fluid designs. This inclusivity fosters strong brand loyalty and positions lingerie as a reflection of identity.
3. Digital and Experiential Retailing
Technology is reshaping how consumers shop for lingerie. AI-powered size recommendation tools, virtual fittings, and AR-integrated catalogues are becoming more prevalent. Brands investing in hybrid shopping experiences—a seamless blend of online and offline—are seeing stronger engagement.
4. Sustainable and Ethical Consumption
Environmentally-conscious consumers are demanding lingerie made from recycled materials, organic cotton, or low-impact dyes. Brands that adopt sustainable packaging and transparent supply chains are winning the trust of younger shoppers.
5. Rise in Disposable Income
As Australia’s disposable income levels improve, especially in urban centers, consumers are willing to invest in premium lingerie that combines function with fashion.
Competitive Analysis
The competitive landscape in the Australia lingerie market is both dynamic and layered. The field comprises legacy brands, global powerhouses, domestic labels, and digitally native start-ups.
Key Players:
Hanes Australasia Pty Ltd: Known for brands like Bonds and Berlei, offering everyday comfort with wide retail penetration.
Bendon Group Limited: Features premium and fashion-forward collections under Pleasure State and Fayreform.
Bras N Things Pty Ltd: Popular for fashion-forward and size-inclusive collections.
Honey Birdette: Focuses on luxury and erotic aesthetics, with strong brand presence and international reach.
Cotton On Body Pty Ltd: Offers trendy yet affordable options aimed at young female demographics.
Startups such as Nala and Modibodi are disrupting the space with fresh narratives around inclusivity, sustainable materials, and social awareness. These players are fostering a customer-first approach, challenging legacy players to innovate and adapt.
Retailers are increasingly collaborating with local influencers and designers for limited-edition collections to boost market visibility and refresh brand appeal.
Regional Insights
Queensland: Fastest-Growing Market
Queensland, particularly cities like Brisbane and the Gold Coast, is emerging as a hotbed for lingerie consumption. Its growth is driven by:
Rising urbanization
Young, fashion-conscious consumer base
Expanding retail footprint in shopping centers
Strong adoption of e-commerce in suburban and regional areas
This region stands out for its quick adoption of inclusive fashion trends and a growing appetite for comfort-focused yet stylish intimate wear.
Emerging Trends
1. Gender-Neutral Lingerie
Unisex and non-binary collections are gaining attention. These pieces focus on comfort, minimalism, and a fluid aesthetic, moving away from traditional labels of 'men's' or 'women's' underwear.
2. Functional Aesthetic
Lingerie is now being designed for all-day wear and movement. Features like leak-proof briefs, maternity support bras, and adaptive shapewear are seeing greater demand.
3. Tech-Integrated Shopping
AI, AR, and fit-predicting algorithms are enhancing customer experiences online. These tools reduce return rates and improve satisfaction.
4. Lingerie as Fashion Statement
Items like bralettes, bodysuits, and corsets are no longer hidden under clothes. They are often styled as outerwear or layered to reflect personal style.
5. Micro-Collections & Personalization
Brands are shifting toward smaller, frequent product drops and offering custom-fit options to cater to niche preferences.
Future Outlook
The future of the Australian lingerie market appears optimistic, defined by personalization, technological adoption, and value-driven purchases. As societal conversations around self-image, mental health, and personal identity evolve, lingerie brands are likely to play a more meaningful role in helping individuals express themselves comfortably and confidently.
Offline retail will remain strong but will coexist with digitally enriched shopping journeys. Brands that invest in AI tools, social commerce, and sustainable sourcing will gain a competitive edge. Mid-range and premium categories are expected to grow faster than discount segments as consumers seek value, durability, and emotional connection from their purchases.
Queensland is projected to maintain its position as a leading regional market, with other metro regions like Victoria and New South Wales also showing strong demand.
10 Benefits of the Research Report
Data-Driven Insights: Provides accurate, current, and projected market size and growth.
Segmental Analysis: Detailed breakdown by product type, distribution channel, and region.
Emerging Trends: Highlights consumer trends and evolving market dynamics.
Competitive Benchmarking: Evaluates major market players and their strategies.
Strategic Recommendations: Assists businesses in identifying investment and expansion opportunities.
Regional Intelligence: Offers granular regional insights, especially into high-growth areas.
Distribution Channel Evaluation: Analyzes growth potential across online and offline channels.
Consumer Behavior Understanding: Explores changes in buying preferences and brand perception.
Innovation Mapping: Tracks product innovation and technology integration in the market.
Forecasting Support: Supports long-term strategic planning with reliable forecast data.
Australia’s lingerie market is witnessing a cultural and commercial transformation, driven by consumers who demand more than just fit and fabric. As inclusivity, sustainability, and digital experiences reshape buying behavior, market players must innovate to remain relevant. The competitive landscape will be defined by brands that understand their audience, embrace agility, and infuse authenticity into their offerings. With a strong growth trajectory projected through 2030, the lingerie segment presents lucrative opportunities for both established players and new entrants alike.
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