Australia Lingerie Market 2026: Body Positivity, Comfort Innovation and Digital Retail Expansion

Australia Lingerie Market Overview

Australia’s lingerie market is evolving into a dynamic fashion and lifestyle segment driven by shifting consumer attitudes toward comfort, inclusivity and self-expression. Lingerie — encompassing bras, panties, shapewear, sleepwear and intimate apparel — serves both functional and aesthetic purposes, making it a staple category within the broader apparel industry. Rising awareness around body confidence, expanding product variety and growing digital retail accessibility are collectively contributing to sustained market expansion across Australia.

According to IMARC Group, the Australia lingerie market size reached USD 2.8 billion in 2025 and is projected to grow to USD 6.4 billion by 2034, exhibiting a compound annual growth rate (CAGR) of 9.70% during 2026–2034. Market growth is supported by body positivity trends, fabric innovation and the rapid expansion of online retail channels.

Key Market Drivers

Rising Focus on Body Confidence and Self-Expression

Consumer preferences are shifting toward lingerie that reflects individuality and promotes body positivity. Inclusive sizing, diverse design aesthetics and comfort-oriented styles are strengthening brand engagement and expanding consumer reach.

Innovation in Fabric and Design Technology

Manufacturers are introducing advanced materials such as stretch lace, breathable cotton blends and moisture-wicking fabrics that enhance comfort while maintaining fashion appeal, supporting product premiumisation.

Expansion of Online and Omnichannel Retail

E-commerce growth is improving accessibility and product discovery while enabling personalised shopping experiences. Digital channels continue to broaden consumer access to international and domestic lingerie brands.

Rising Disposable Income and Fashion Awareness

Increasing purchasing power and lifestyle spending across Australia are encouraging investment in premium intimate apparel combining comfort, quality and design aesthetics.

Request a Sample Report with the Latest 2026 Data & Forecasts

What the Opportunities Are

The Australia lingerie market presents strong opportunities as fashion innovation, consumer empowerment and retail transformation converge.

Expansion of Inclusive and Adaptive Lingerie Lines

Brands focusing on extended sizing, adaptive designs and diverse representation can address unmet consumer needs while strengthening market penetration across broader demographics.

Growth of Sustainable and Ethical Lingerie Products

Eco-friendly fabrics, transparent supply chains and ethical manufacturing practices are gaining importance among consumers, creating differentiation opportunities and supporting premium positioning.

Rise of Premium and Luxury Intimate Apparel Segments

Demand for premium lingerie featuring high-quality materials and sophisticated designs is rising among fashion-conscious consumers, strengthening value growth within upscale product categories.

Technology-Enabled Personalised Shopping Experiences

Virtual fitting tools, AI-based sizing recommendations and interactive digital retail platforms can reduce purchase friction and improve consumer satisfaction across online channels.

Expansion of Adjacent Categories and Gift Purchases

Increasing gifting behaviour and adjacent intimate apparel segments offer opportunities for brands to broaden portfolios and diversify revenue streams.

Together, these opportunities reflect the transition toward inclusive, technology-enabled and sustainability-focused lingerie retail ecosystems.

Recent News and Developments

April 2025: A specialist lingerie boutique in Adelaide reported reaching AUD 1 million annual turnover, representing nearly seven-fold growth since launch, highlighting strong consumer demand for personalised fitting services and premium intimate apparel.

June 2025: Industry trend analysis showed import growth of 5.43% between 2023 and 2024, reflecting sustained demand for diverse lingerie styles and international brand availability within Australia.

2025 Industry Structure Data: The Australian lingerie retail sector included 407 businesses in 2025, indicating a competitive market environment with multiple specialty and multi-brand retailers operating nationwide.

January 2026: Market outlook projections confirmed the sector’s long-term growth trajectory, with revenue expected to reach USD 6.4 billion by 2034, supported by digital retail expansion, comfort-first product innovation and inclusive fashion trends.

Why You Should Know About the Australia Lingerie Market

The Australia lingerie market reflects broader transformations in fashion consumption where comfort, inclusivity and self-expression intersect. As consumers increasingly prioritise personal identity, confidence and lifestyle integration in apparel choices, lingerie is evolving from a basic necessity into a fashion-driven category.

With projected growth to USD 6.4 billion by 2034, supported by design innovation, digital retail expansion and sustainability initiatives, the sector offers compelling opportunities for apparel brands, retailers and investors.

As Australia’s fashion landscape continues embracing inclusive design, technology-enabled retail and ethical production practices, the lingerie market is positioned for sustained growth while redefining the future of intimate apparel consumption.