Lingerie Market

How big is Lingerie Market in 2026?

A 6.8% CAGR carries lingerie sales across the 2026 to 2036 forecast. Lingerie market size reads USD 84.7 billion for 2025. The estimate for 2026 is USD 90.5 billion, and USD 174.7 billion is the projection for 2036.

Lingerie is a USD 90.5 billion market in 2026, up from USD 84.7 billion in 2025. Based on FMI data, the 2026 to 2036 CAGR comes to 6.8%, taking the market to USD 174.7 billion by 2036.

Adaptive pieces share fitting rooms with bras, and the adaptive shapewear market grows at an 8.5% CAGR from 2026 to 2036, 1.7 points above core lingerie. Lingerie brands will therefore carry adaptive fit ideas into mainstream bras and briefs.

Offline retail holds 55.5% of 2026 sales and online 44.5%, so identifying new engines of industry expansion starts with stores and screens together. At Victoria's Secret, store-only comparable sales rose 10% in Q1 2026, and direct sales grew 8.4% to $469.4 million.[1] Gains in both channels show fitting rooms and apps serving one shopper.

However, brand owners will face high online returns on wired and moulded styles until sizing tools improve. Smaller labels without stores will carry return costs alone and pay more for each new customer.

Chinese sales lead profiled countries on a 6.5% CAGR, South Korea is second at 6%, and Japan is lowest at 4.7%. Briefs, bought in multipacks, take 54.5% of 2026 product sales and hang beside packs from the socks market, a 5.2% CAGR market for the same decade. Bras add value through better fabrics and wider sizes, so lingerie outgrows socks by 1.6 points and basics brands will shift shelf space toward bras.

Key Market Trends & Insights

• Product type: briefs take 54.5% of 2026 sales, bras 30.6%, and shapewear and other items take an estimated 9.6% and 5.3%.
• Distribution channel: offline retail carries 55.5% and online 44.5% in 2026. Victoria's Secret added 19 doors and shut 16 during Q1 2026.[1]

Regional Highlights

• China tops the profiled set with a 6.5% CAGR from 2026 to 2036. South Korea is second at 6%.
• The USA grows at a 5.9% CAGR from 2026 to 2036, the UK at 5.5%, Australia-New Zealand at 5.3%, France at 5.2%, Germany at 5% and Italy at 4.8%. Japan has the slowest CAGR, 4.7%.
• Victoria's Secret counted 64 stores in a China joint venture on 2 May 2026.[1]

Market Size & Forecast

Table 1: Market Size and Forecast for the Lingerie Market (USD billion and percentage), 2025 to 2036

Metric	Value
2025 Market Size	USD 84.7 billion
Estimated Market Size in 2026	USD 90.5 billion
Projected Market Size by 2036	USD 174.7 billion
CAGR, 2026 to 2036	6.8%
Added Revenue, 2026 to 2036	USD 84.2 billion
Market Expansion Multiple	1.9x

Core lingerie, on FMI figures, holds a 6.8% CAGR from 2026 to 2036. Adaptive shapewear fills the same intimates shelves, and the adaptive shapewear market grows faster on an 8.5% CAGR over the same ten years, so store buyers will hand adaptive lines more shelf room. Pregnancy and nursing bras form a second fit-focused niche, covered in the maternity innerwear market. Fit-focused niches will feed new styles back into mainstream bra and brief ranges.

Doors, Direct Orders and Brand-Owner Results

Quarterly results from Aerie, Victoria's Secret and Skims give the clearest read on the store and online mix. Aerie comparable sales jumped 19% in fiscal Q2 2026, American Eagle Outfitters reported on 9 September 2026.[2] The brand ended the quarter with 335 stores, including OFFL/NE, after opening 5 and closing 2 in the year to date.[2] Victoria's Secret listed 791 company-operated stores and 565 partner-operated stores on 2 May 2026.[1] Skims had 27 company-owned stores and planned to reach 55 by the end of 2026, Modaes reported on 23 July 2026.[3]

Store growth at specialist brands runs together with wholesale and franchise reach at Jockey and Hanes. Page Industries listed 1,604 Jockey exclusive brand stores and 115,208 multi-brand outlets across 2,732 cities and towns in August 2026.[4] Gildan closed the Hanes acquisition on 1 December 2025 and agreed in July 2026 to sell HanesBrands Australia at an enterprise valuation of about A$700 million.[5] Retail sales at Gildan reached $813 million in the June 2026 quarter, against $137 million a year earlier.[5] In the FMI split, online orders hold 44.5% of 2026 sales. Brands with both a fitting room and a fast website will gain the most from the 55.5% offline and 44.5% online split.

Table 2: Store, Direct and Brand-Owner Indicators for the Lingerie Market (USD, store counts and percentage), mixed reporting periods from 2025 to 2026

Indicator	Data Point	Relevance	Source
Victoria's Secret North America store sales, Q1 2026	$802.8 million, up from $721.3 million	Store sales grew at a top specialist brand.	[1]
Victoria's Secret direct sales, Q1 2026	$469.4 million, up 8.4%	Online and app orders kept growing.	[1]
Victoria's Secret international sales, Q1 2026	$287.4 million, up 44.9%	Partner and joint-venture stores add reach abroad.	[1]
Aerie comparable sales, Q2 fiscal 2026	Up 19%	A US intimates brand gained in stores and online.	[2]
Aerie store count, Q2 fiscal 2026	335 stores, including OFFL/NE	Mall footprint of a fast-growing brand.	[2]
Skims company-owned stores, July 2026	27, with 55 planned by year end	A digital-first label builds a store base.	[3]
Jockey exclusive brand stores in India, August 2026	1,604	Franchise doors carry a licensed brand to small towns.	[4]
HanesBrands Australia sale, July 2026	About A$700 million enterprise valuation	Portfolio change at a large innerwear owner.	[5]
Oniverse shops in Italy, 31 December 2025	1,888	Domestic chains keep a dense store base.	[6]
Wacoal domestic business sales, year to March 2026	¥87.7 billion, down 0.1%	Japanese counter sales held flat.	[7]

Analyst Perspective

“My strongest conviction is that brands pairing fitting-room service with fast direct delivery will gain, because bra buyers keep returning to stores and reorder basics online. Over the next decade the specialists that grow partner stores in Asia and keep online returns low will take share from department store labels.”

- Rahul Pandita, Principal Consultant, Future Market Insights.

How is the Lingerie Market segmented?

Product type and distribution channel frame the lingerie market, along with region. Briefs form the largest product slice at 54.5% in 2026, and offline retail forms the larger channel at 55.5%.

By product type: briefs, bras, shapewear, and others.

By distribution channel: online and offline.

By region: lingerie sales are tracked across Middle East & Africa, East Asia, Western Europe, North America, South Asia & Pacific, Latin America, and Eastern Europe.

Why do briefs lead lingerie product type sales?

Briefs take 54.5% of 2026 product type sales, ahead of bras, shapewear and other items.

Table 3: Product Type Share for the Lingerie Market (percentage share), 2026

Product Type	Estimated Share (2026)
Briefs	54.5%
Bras	30.6%
Shapewear	9.6%
Others	5.3%
Total	100.0%

Table 4: Product Type Leadership and Market Growth for the Lingerie Market (segment and CAGR percentage), 2026 to 2036

Metric	Value
Global CAGR (2026 to 2036)	6.8%
Leading Segment	Briefs

Purchase frequency puts briefs ahead of bras, since multipacks will be replaced more often. FMI finds briefs at 54.5% of product type sales, and bras follow at 30.6%. Shapewear holds an estimated 9.6%, and other items take about 5.3% (estimated). Page Industries sold 61.2 million pieces in Q1 FY27, a 5.7% volume gain, the company said on 13 August 2026.[4] Multipack basics will keep briefs ahead of bras, and bras will gain value through better fabrics and wider size ranges. Shapewear will meet competition from the compression garments market.

• Bras will carry higher unit prices because of cups, wires and fit range.
• Q1 FY27 brought Page Industries Rs 14,204 million in revenue, 7.9% above the prior year.[4]

Why does offline retail lead lingerie distribution channel sales?

Offline outlets own a 55.5% channel share in 2026, against 44.5% for online orders.

Table 5: Distribution Channel Share for the Lingerie Market (percentage share), 2026

Distribution Channel	Estimated Share (2026)
Offline	55.5%
Online	44.5%
Total	100.0%

Shoppers choosing a bra size often want a fitting, and that need for a fitting keeps stores ahead of online orders. FMI data show offline retail at 55.5% of channel sales, with online at 44.5%. Store-only comparable sales at Victoria's Secret rose 10% in Q1 2026, the company said.[1] A 10% store-only gain at Victoria's Secret will slow the shift to online orders. Virtual fitting tools will narrow the store lead for repeat buyers sure of a size.

• Online orders will grow fastest in briefs, sleep sets and multipacks.
• Total comparable sales at Victoria's Secret gained 13% in Q1 2026.[1]

What are the drivers, restraints, and opportunities in the Lingerie Market?

Adoption of direct-to-consumer selling, new fabrics and broader size ranges pushes lingerie sales up. Growth of the lingerie market faces store costs and softer orders from large retail customers, and partner stores abroad offer the clearest opening.

• Driver: Digital-first labels open stores and add direct orders.
• Restraint: Retail softness and cautious inventory at large customers.
• Opportunity: Partner-operated and franchise stores in Asia and the Middle East.

Digital-First Labels Open Physical Doors

According to FMI, direct-to-consumer models and social media marketing push lingerie sales higher. Skims opened two franchised stores in the UAE in July 2026, and Seoul, Delhi and Mumbai come next, Modaes reported.[3] Chief executive Jens Grede says Skims is weighing a global network of 200 to 300 stores.[3] Social-first brands with stores will reach shoppers who still want to try on a bra. The intimate lingerie market will see the same mix of social reach and fitting rooms.

Retail Softness Weighs on Wholesale Orders

Gildan cited broader market softness toward the end of the June 2026 quarter and lower seasonal inventory builds at certain large retail customers.[5] Key challenges faced by manufacturers include softer demand at retail and lean stock plans at large store groups. Gildan guided 2026 revenue to the low end of a $6.0 billion to $6.2 billion range.[5] Brands selling through department stores will feel each cut in open-to-buy budgets first.

Partner Stores Abroad Open New Volume

Overseas partner stores open the next leg of lingerie volume. Sales potential is expected to emerge from partner-operated stores in Asia, the Middle East and Latin America. International sales at Victoria's Secret jumped 44.9% to $287.4 million in Q1 2026.[1] The company raised 2026 net sales guidance to $7.030 billion to $7.130 billion.[1] Franchise models will let lingerie brands enter new cities with little capital and ease the limits of capacity-led expansion. The body tape market will gain from fashion-led lingerie buyers.

Which country CAGRs are profiled in the Lingerie Market?

Table 6: Country CAGR Comparison for the Lingerie Market (CAGR percentage), 2026 to 2036

Country	CAGR
China	6.5%
South Korea	6%
USA	5.9%
UK	5.5%
Australia-New Zealand	5.3%
France	5.2%
Germany	5%
Italy	4.8%
Japan	4.7%

How do country-level CAGRs compare in the lingerie market?

Two East Asian markets, China and South Korea, top the country table. FMI tracks a 6.5% China CAGR from 2026 to 2036, with South Korea on 6% and the USA close behind on 5.9%. CAGRs for the UK, Australia-New Zealand and France range from 5.5% to 5.2%. Germany, Italy and Japan close the list with CAGRs of 5%, 4.8% and 4.7%. All nine profiled countries run below the 6.8% global CAGR, so faster growth will come from markets outside the profiled set.

• China combines online platforms with joint-venture brand stores.
• South Korea draws new store openings from global intimates labels.
• The USA carries big specialist store chains and mall brands.
• The UK mixes high-street chains with new flagship stores in London.
• Australia-New Zealand sees an ownership change at HanesBrands Australia.
• France will keep a strong base of boutique and department store fitting.
• Germany will buy through department stores, specialists and large online retailers.
• Italy will rely on independent shops and domestic labels.
• Japan grows slowest on a mature store base.

Full report country CAGRs cover: all seven regions, namely Latin America, Western Europe, North America, East Asia, Eastern Europe, South Asia & Pacific, and Middle East & Africa.

Country-wise Analysis

China Lingerie Market Outlook (2026 to 2036)

On a 6.5% CAGR from 2026 to 2036, China grows fastest among the nine profiled countries. Victoria's Secret ran 64 joint-venture stores in China on 2 May 2026.[1] Joint ventures will give Western labels local mall sites and payment partners. Domestic brands will compete hard on price through livestream selling. Western bra makers will hold the premium tier in tier-one city malls.

Key takeaway: Joint-venture stores give foreign brands a premium foothold, and domestic labels will hold the mass online volume.

South Korea Lingerie Market Outlook (2026 to 2036)

Skims named Seoul among the next store openings in July 2026.[3] Korean shoppers will keep following social media brands closely and buying fast through mobile apps. A 6% CAGR from 2026 to 2036 places South Korea second among profiled countries. Global labels will test new styles in Seoul department stores before wider Asian launches.

Key takeaway: Seoul will act as a showroom city for global intimates brands entering Asia.

USA Lingerie Market Outlook (2026 to 2036)

Mall chains will keep driving American lingerie volume, and Aerie and Victoria's Secret posted gains in 2026. Aerie posted a 19% comparable sales gain in fiscal Q2 2026.[2] Victoria's Secret ran 767 company-operated stores in the USA on 2 May 2026.[1] The US CAGR is 5.9% from 2026 to 2036. Specialist chains will keep adding fitting services, and online orders will carry most basics.

Key takeaway: Mall specialists combining store fitting and app reorders will carry American growth.

UK Lingerie Market Outlook (2026 to 2036)

The UK lingerie CAGR stands at 5.5% from 2026 to 2036. Skims opened a Regent Street flagship of about 12,000 sq ft in summer 2026, Modaes reported.[3] High-street chains will face rising rents. Flagship stores in London will draw tourists and set brand image for UK online sales.

Key takeaway: London flagships will shape brand reach across the UK online channel.

Australia-New Zealand Lingerie Market Outlook (2026 to 2036)

Ownership of HanesBrands Australia is changing. Gildan agreed to sell HanesBrands Australia to BBFIT Investments, an entity associated with BB Retail Capital, with closing planned for the second half of 2026.[5] HanesBrands Australia labels will gain a local owner focused on Australian and New Zealand retail. Sales across the two markets post a 5.3% CAGR from 2026 to 2036.

Key takeaway: A new local owner will set store and online plans for major Australian innerwear brands.

France Lingerie Market Outlook (2026 to 2036)

French fashion stores lost ground in 2025, and lingerie shops faced the same weak footfall. Alliance du commerce put 2025 store sales across a fashion panel 0.3% lower and online sales 0.1% higher, Banque des Territoires reported on 6 February 2026.[8] Women's textiles gained 6.6% against 2022 in the same panel.[8] City-centre stores in some large French cities lost up to 15% of sales between 2022 and 2025.[8] Weak city-centre traffic will push bra brands toward fewer and better-placed boutiques. French sales will record a 5.2% CAGR from 2026 to 2036. Boutique fitting and department store corners will keep high-end bras in physical retail. Online growth will come from younger buyers seeking soft bras and wireless styles.

Key takeaway: France will stay a store-led market for premium bras and lace sets.

Germany Lingerie Market Outlook (2026 to 2036)

Large online fashion retailers will carry a big part of German lingerie orders. Germans spent about €57.1 billion on clothing in 2025, a nominal gain of about 1% and a real fall of about 2%, trade body BTE said in a FashionUnited report of 10 February 2026.[9] Every second German clothing retailer closed 2025 with an operating loss, a BTE survey found.[9] Online channels already take more than 40% of German fashion and accessories sales.[9] Operating losses at half of German clothing retailers will push mid-price lingerie brands toward pure online partners. German sales will grow at a 5% CAGR from 2026 to 2036. Buyers will value durable fabrics and clear size charts.

Key takeaway: German brands will lean on online partners as department store space shrinks.

Italy Lingerie Market Outlook (2026 to 2036)

Independent shops and domestic chains, Oniverse first among them, will lead Italian lingerie sales. Oniverse, owner of Intimissimi and Tezenis, ran 1,888 shops in Italy on 31 December 2025, Il Sole 24 Ore reported on 16 February 2026.[6] Group turnover grew 4.8% in 2025 at current exchange rates.[6] The 1,888-shop Oniverse network will give domestic chains fast reach into smaller Italian towns. Italian sales will rise at a 4.8% CAGR from 2026 to 2036. Local makers will compete on design and fabric quality.

Key takeaway: Domestic chains and independent shops will hold Italian volume through the decade.

Japan Lingerie Market Outlook (2026 to 2036)

Of the nine profiled countries, Japan ranks last on a 4.7% CAGR from 2026 to 2036. Domestic Wacoal business sales slipped 0.1% to ¥87.7 billion for the 12 months ended March 2026, Fashionsnap reported on 16 May 2026.[7] Peach John sales rose 6.4% to ¥11.1 billion over the same year.[7] Wacoal plans to strengthen a bra fit diagnosis built on SCANBE 3D measurement.[7] Flat counter sales will push domestic brands toward fit services and younger labels. Older buyers will shift demand toward comfort bras and wireless styles.

Key takeaway: Comfort lines for older buyers will carry Japanese sales.

Who are the notable companies in the Lingerie Market?

Jockey International Inc., Victoria's Secret, Zivame, Gap, Inc., Hanesbrands Inc., Triumph International Ltd., Hunkemoller, Bare Necessities, Calvin Klein and MAS Holdings make up the key company set for lingerie.

FMI assigns Victoria's Secret a 15% to 17% share and Jockey International 12% to 14%. Hanesbrands holds 10% to 12%, Gap 8% to 10% and Zivame 7% to 9%. Other players combine for 42% to 46%. Victoria's Secret leads premium lingerie, and Jockey, Hanesbrands and Calvin Klein lead the mid-level tier. MAS Holdings makes softer lingerie for international brands.

• Share-ranked brand owners: Victoria's Secret, Jockey International Inc., Hanesbrands Inc., Gap, Inc., and Zivame.
• Other brands, retailers and makers: Triumph International Ltd., Hunkemoller, Bare Necessities, Calvin Klein, and MAS Holdings.

Competitive Benchmarking: Lingerie Market

Table 7: Competitive Benchmarking for the Lingerie Market (qualitative documentation ratings), 2026

Company	Store Network	Direct Channel	Overseas Reach	Disclosure
Victoria's Secret & Co.	High	High	High	High
Aerie (American Eagle Outfitters)	High	Medium	Low	High
Gildan (Hanes)	Medium	Low	Medium	High
Page Industries (Jockey India)	High	Medium	Low	High
Skims	Medium	High	Medium	Medium

Key Developments in the Lingerie Market

• In June 2026, Victoria’s Secret & Co. reported net sales of USD 1.560 billion for the first quarter of fiscal 2026, an increase of 15.0% year over year. International net sales rose to USD 288 million, up 44.7% compared to USD 199 million in the first quarter of 2025, driven by growth in China, wholesale arrangements, and royalties from franchise partners. [10] 
• In December 2025, Gildan Activewear Inc. completed its acquisition of HanesBrands Inc. at a total purchase price of USD 2.2 billion. The acquired business includes brands such as Hanes, Bonds, Bali, Maidenform, Playtex, Bras N Things, Berlei, and Wonderbra across bras, panties, shapewear, underwear, and socks, distributed across the Americas, Australia, and Asia. [11]

Key Players in the Lingerie Market

Share-Ranked Brand Owners

• Victoria's Secret
• Jockey International Inc.
• Hanesbrands Inc.
• Gap, Inc.
• Zivame

Other Brands, Retailers and Makers

• Triumph International Ltd.
• Hunkemoller
• Bare Necessities
• Calvin Klein
• MAS Holdings

Lingerie Market - Report Scope

Table 8: Report Scope for the Lingerie Market (coverage fields and definitions), 2026 to 2036

Coverage field	Report scope
Market breakdown	Product type; distribution channel; region
Quantitative units	USD billion
Market definition	Lingerie market covering briefs, bras, shapewear and other intimate garments sold through online and offline channels.
Regions covered	North America; Latin America; Western Europe; Eastern Europe; East Asia; South Asia & Pacific; Middle East & Africa
Countries covered	USA; UK; France; Germany; Italy; South Korea; Japan; China; Australia-New Zealand
Key companies profiled	Jockey International Inc., Victoria's Secret, Zivame, Gap, Inc., Hanesbrands Inc., Triumph International Ltd., Hunkemoller, Bare Necessities, Calvin Klein, MAS Holdings
Forecast period	2026 to 2036

Lingerie Market - Research Methodology

Table 9: Research Methodology for the Lingerie Market (research methods and approach), 2026 edition

Method	Approach
Data Sources	Quarterly results, stock exchange filings and fashion trade press from May 2025 onward supply the brand facts.
Desk Research	Desk work tracks store counts, direct sales, comparable sales, franchise doors and ownership changes at lingerie brand owners.
Market Sizing and Forecasting	The forecast builds on the 2025 base of USD 84.7 billion and the 6.8% CAGR from 2026 to 2036.
Data Validation	Store and channel figures were matched to the brand owner release for the same quarter.

Lingerie Market by Segments

Lingerie Market segmented by Product Type:

• Briefs
• Bras
• Shapewear
• Others

Lingerie Market segmented by Distribution Channel:

• Online
• Offline

Lingerie Market by Region

• North America
• Latin America
• Western Europe
• Eastern Europe
• East Asia
• South Asia & Pacific
• Middle East & Africa

Research Sources and Bibliography

• [1] Victoria's Secret & Co. (2026, June 2). Victoria's Secret & Co. Reports First Quarter 2026 Results (Form 8-K, Exhibit 99.1). https://www.sec.gov/Archives/edgar/data/0001856437/000185643726000011/ex991vsxyq12026earningsrel.htm
• [2] American Eagle Outfitters, Inc. (2026, September 9). AEO Inc. Reports Second Quarter Fiscal 2026 Results (Form 8-K, Exhibit 99.1). https://www.sec.gov/Archives/edgar/data/0000919012/000119312526386510/aeo-ex99_1.htm
• [3] Modaes. (2026, July 23). Skims will double its number of stores and exceed 100 by 2028. https://www.modaes.com/global/companies/skims-will-double-its-number-of-stores-and-exceed-100-by-2028
• [4] Page Industries Limited. (2026, August 13). Press Release Q1 FY27. https://pageind.com/cdn/shop/files/Press_Release_Q1_FY27.pdf
• [5] Gildan Activewear Inc. (2026, July 30). Gildan reports strong second quarter results, updates its full year 2026 guidance and announces the sale of HanesBrands Australia (Form 6-K, Exhibit 99.1). https://www.sec.gov/Archives/edgar/data/0001061894/000106189426000017/exhibit991q22026newsrelease.htm
• [6] Il Sole 24 Ore. (2026, February 16). Oniverse Group closes 2025 up 4.8% to 3.7 billion. https://en.ilsole24ore.com/art/oniverse-group-closes-2025-48-per-cent-growth-to-35-billion-AIIv2nRB
• [7] Fashionsnap. (2026, May 16). ワコールHD26年3月期は純利益81.8％増 京都の自社ビル売却が影響. https://www.fashionsnap.com/article/2026-05-16/wacoal-hd-202603-result/
• [8] Banque des Territoires. (2026, February 6). Enseignes de mode : l'Alliance du commerce alerte sur la fragilisation des centres-villes. https://www.banquedesterritoires.fr/enseignes-de-mode-lalliance-du-commerce-alerte-sur-la-fragilisation-des-centres-villes
• [9] FashionUnited. (2026, February 10). Pleiten, Konsumflaute und Rabattspirale: Modebranche in Not. https://fashionunited.de/nachrichten/business/pleiten-konsumflaute-und-rabattspirale-modebranche-in-not/2026021065362
• [10] Victoria’s Secret & Co. (2026). First Quarter 2026 Results — Press Release (Form 8-K Exhibit 99.1). https://www.sec.gov/Archives/edgar/data/0001856437/000185643726000011/ex991vsxyq12026earningsrel.htm
• [11] Gildan Activewear Inc. (2025). Gildan Completes the Acquisition of HanesBrands. https://gildancorp.com/en/media/news/gildan-completes-acquisition-of-hanesbrands/

This bibliography is provided for reader reference. The full report contains the complete reference list and detailed citations.

This Report Answers

• What will lingerie sales total in 2026 and 2036?
• What CAGR will the lingerie market post from 2026 to 2036?
• Which product type will hold the largest share?
• Will stores or online orders carry more sales?
• Which profiled countries will grow fastest?
• Which brand owners will shape competition through 2036?