UK Lingerie Market Summary

The UK lingerie market size was estimated at USD 4.28 billion in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 7.3% from 2024 to 2030. Within the broader European lingerie market, the region is known for its strong fashion sense, cultural emphasis on trends, and dynamic styles. In recent years, however, changing cultural norms and evolving attitudes toward lingerie have played a vital role in shaping the UK market. Increasing openness toward body positivity, inclusivity, and acceptance of diverse forms of beauty have led to wider consumer adoption of lingerie across different demographics. This growth is further supported by fashion-conscious customers, the availability of premium-quality products offered by both domestic and international companies, aesthetically appealing designs, shifting attitudes toward lingerie usage, rising disposable incomes, and the strong influence of digital platforms such as social media, web-based promotions, and reality shows that highlight evolving fashion trends.

The UK lingerie market accounted for 4.70% of the global lingerie market revenue in 2023, demonstrating its significant role in the international landscape. Customers in this segment place importance on multiple factors when making purchasing decisions, including breathability, comfort, fabric quality, style, and brand reputation. The overall quality of lingerie is commonly judged by the material’s durability, elasticity offered by fabrics like lycra or spandex, softness of the texture, and the luxurious, elegant feel that enhances consumer appeal. Popular fabrics utilized in lingerie production include silk, cotton, lycra, lyocell, lace, organza, and polyamide, among others. These fabrics are favored for their resilience, shape retention, moisture absorption, and ability to strike a seamless balance between elegance and delicacy, while also incorporating intricate decorative elements.

Key Market Trends & Insights

• In terms of product category, the briefs segment dominated the UK lingerie market with a revenue share of 57.7% in 2023 and is expected to maintain its leading position from 2024 to 2030. The increasing acceptance of briefs among the European population, coupled with the premium-quality products offered by well-established manufacturers in key metropolitan markets such as London, Birmingham, and Manchester, has been a major contributor to this dominance.
• By distribution channel, offline sales accounted for a revenue share of 63.65% in 2023, highlighting consumer preference for physical stores. Offline channels provide unique benefits such as a personalized shopping experience, the ability to instantly own the product, and the opportunity to physically examine and assess material quality, design, and fit before purchase.
• On the other hand, online sales are anticipated to grow at a CAGR of 7.8% from 2024 to 2030. This growth is driven by factors such as the convenience of shopping from home, the emphasis on privacy and discretion, and the ease of purchasing lingerie through mobile devices. Smartphones have become the primary tool for intimate wear shopping, offering consumers confidentiality and comfort when choosing products aligned with their individual preferences.

Order a free sample PDF of the UK Lingerie Market Intelligence Study, published by Grand View Research.

Market Size & Forecast

• 2023 Market Size: USD 4.28 billion
• 2030 Projected Market Size: USD 6.80 billion
• CAGR (2024 - 2030): 7.3%

Key Companies & Market Share Insights

The UK lingerie market is fragmented and mainly shared by a lot companies who are in the business since a few decades. In addition, some of the companies cater to specific requirements of the customers and act as specialists in particular types and styles of intimate wear. For instance, Royce Lingerie has 30 years of experience in making wirefree bras and now they provide the same product for every customer including women in pregnancy and women who have undergone breast surgeries. The presence of market leaders such Victoria’s Secret & Co. adds spice to competitive dashboard of this industry in the country. Some of the emerging players of the industry are all undone, and Emma Harris Lingerie.

• Pour Moi, British multinational fashion brand, mainly operating in lingerie and womenswear, in its latest strategic initiative, formed a partnership with Wunderkind, a company that provides marketing performance solutions. This initiative is primarily regarding improved first-party data acquisition and performance enhancement objectives regarding company’s direct-to-customers’ business.
• In 2022, Victoria's Secret launched Love Cloud collection with 18 women from different backgrounds including Sofía Jirau, 25 years old popular face of new collection, who made history to become first model with Down syndrome that appeared in Victoria’s Secret Campaign.

Key Players

• Aura Lingerie
• Inspire
• All Undone
• Sulis
• Emma Harris Lingerie
• Rigby & Peller
• Pour Moi
• Royce Lingerie
• Victoria’s Secret
• Wacoal Company

Explore Horizon Databook – The world's most expansive market intelligence platform developed by Grand View Research.

Conclusion

The UK lingerie market is witnessing strong growth, fueled by a combination of cultural transformation, rising fashion awareness, and evolving consumer preferences. With body positivity and inclusivity reshaping societal attitudes, lingerie is increasingly embraced as both a fashion statement and a symbol of self-expression. While offline stores remain the dominant channel due to their experiential advantages, the rapid rise of online platforms reflects a shift toward privacy-driven and convenience-based shopping habits. The briefs category leads product demand, supported by quality and comfort. With disposable incomes rising and digital influence expanding, the UK lingerie market is set for steady and sustainable growth.