The lingerie business is booming and gives an unbelievable house for self-expression and creativity. Like many areas in girls’s vogue, undergarments are continually evolving, creating a powerful enterprise alternative.
That mentioned, lingerie procuring can really feel intimidating. When beginning a lingerie enterprise, it’s pertinent to steadiness creativity and innovation with high quality and luxury. For established retailers, including lingerie to your product combine is a great technique to faucet right into a market with constant demand. Consumers search for consolation, model and personalization, creating alternatives to construct a loyal buyer base that retains coming again.
But it surely’s not simply in regards to the merchandise. To remain aggressive, you’ll want streamlined operations, efficient advertising and stock administration software program that may deal with tendencies and inventory throughout places with out lacking a beat.
Analysis and perceive your audienceProvide high-quality materials from the fitting suppliersCreate a marketing strategy and apply for permitsArrange an ecommerce web siteProvide the fitting pricing on your lingerie modelOptimize stock and fee gatewaysConstruct your lingerie model’s digital presenceSpend money on promoting and advertising
Thrive from day one.
Get on prime of your stock, construct robust relationships with suppliers, create stable groups and thrive with Lightspeed’s all-in-one platform. From built-in POS and inventory administration to highly effective reporting, Lightspeed helps your online business soar.
Steps to begin a lingerie enterprise in 2025
1. Analysis and perceive your audience
When beginning a lingerie enterprise, you may assume the purpose is to draw as many shoppers as shortly as attainable. Whereas extra prospects can result in success, that’s not a practical or attainable technique to construct your online business—particularly for one thing as particular as lingerie.
To set off towards profitability, it’s essential discover your core viewers. Select a gaggle to focus on so you’ll be able to develop deep, loyal relationships as an alternative of forgettable ones with extra folks. That is particularly necessary once you’re simply beginning out.
So how do you get there? Begin by figuring out key particulars like age ranges, physique inclusivity wants, model preferences, and procuring habits.
How do you collect this info? Instruments like surveys, competitor analysis and social listening are sensible methods to find what drives your viewers’s choices and enable you determine the place to promote your lingerie.
What you study from these insights will assist you determine the following steps for your online business. This information guides you to decide the place and promote lingerie. Will you concentrate on promoting lingerie on-line, a bodily boutique or a mixture of each? Whenever you align your merchandise with what your viewers actually wants, you’ll be effectively in your technique to constructing a loyal buyer base.
Tomboyx is a good instance of a model that zeroed in on a particular market. Based by queer girls, they got down to create higher underwear for individuals who’d been neglected by the standard choices. They’ve since expanded their traces to incorporate gender-affirming underwear for trans people and safer options to binders.
Regardless of which audience you select, you need to make the expertise inviting and unintimidating by constructing your model round inclusivity of physique varieties and making a welcoming house each on-line and in-store.
2. Provide high-quality materials from the fitting suppliers
The standard of fabric is a big a part of beginning a lingerie enterprise, particularly since undergarments are naturally extra delicate. Folks shopping for lingerie need items which might be snug, sturdy and thoughtfully designed.
With a lingerie enterprise, sourcing from moral, dependable suppliers ensures your merchandise meet these requirements and align with values like sustainability. All the time request samples earlier than committing to bulk orders.
Take Ôde Lingerie, for instance. The model is dedicated to sustainability by way of certifications and eco-friendly strategies. Additionally they showcase their practices in a devoted part of their web site.
It’s additionally good to barter pricing and minimal order portions to steadiness value and profitability. Dependable suppliers with constant high quality and on-time deliveries enable you keep away from inventory points. Excessive-quality supplies aren’t nearly buyer satisfaction—they cut back returns, which protects your margins.
3. Create a marketing strategy and apply for permits
An in depth lingerie marketing strategy is your blueprint.
Your define ought to embody objectives, product traces, advertising methods, pricing mannequin and startup prices. Planning for long-term progress ensures you have got a transparent path ahead.
Subsequent, arrange your authorized construction. Sole proprietorships work for simplicity, partnerships share duties and LLCs or companies restrict legal responsibility. Don’t skip securing native permits and licenses—compliance retains your online business operating with out expensive interruptions.
4. Arrange an ecommerce web site
When promoting lingerie on-line, you need to ensure that your ecommerce web site is clear, easy and simple to navigate, showcasing the distinctive components of your model. Your designs ought to embody detailed product descriptions and lingerie-specific sizing guides.
Lightspeed buyer Ashley Doll, proprietor of Ashley Lingerie and Swimwear, has a simple sizing system on her web site to assist consumers measure accurately for the right bra match. Plus, she gives skilled fittings for anybody who visits her retailer. Ashley additionally supplies easy directions and explanations to assist consumers discover the right match.
Ensure your web site is mobile-friendly. Most consumers browse and purchase on their telephones, so a irritating cell expertise may value you gross sales. Pair that with high-quality images and detailed descriptions to make shopping for choices straightforward.
With Lightspeed eCom, you’ll be able to shortly construct an expert on-line retailer, join it to in style platforms like WordPress and Wix, and hyperlink your area.
5. Provide the fitting pricing on your lingerie model
Pricing your lingerie enterprise says so much about your model and the way you method enterprise. It’s not nearly protecting prices—it’s about balancing high quality, market expectations and competitor pricing. Worth-based pricing highlights distinctive options, whereas tiered pricing gives flexibility for various budgets.
Lightspeed Insights helps you optimize pricing by monitoring gross sales tendencies, stock and margins. Use it to regulate costs primarily based on demand and determine which gadgets will be discounted or ought to keep at full value.
Experiment to see what works finest on your viewers. Clear pricing builds belief, and reductions for repeat consumers encourage loyalty. Wholesome margins are key, however pricing too excessive or too low can alienate your goal market.
The Sluggish Label is a good instance of an attire firm that’s very vocal about how they develop their costs.
6. Optimize stock and fee gateways
Managing stock is important for avoiding expensive overstock or stockouts. Use instruments that observe inventory ranges, automate low-stock alerts and simplify reordering. Staying on prime of demand ensures easy operations and higher money move.
Lightspeed stock administration allows you to management all of your inventory from a single POS system. It connects you to wholesale manufacturers, hastens ordering, tracks inventory throughout channels, updates costs simply and extra.
Fee gateways additionally matter. Provide safe, user-friendly choices like bank cards, cell funds and on-line checkout. A seamless checkout expertise—each on-line and in-store—retains prospects blissful and reduces cart abandonment.
Lightspeed funds gives safe, user-friendly choices together with all main credit score and debit playing cards, cell wallets and built-in on-line checkout.
7. Construct your lingerie model’s digital presence
When selling your lingerie enterprise, a powerful on-line presence is important—it’s how prospects uncover and join along with your model. Begin with a cohesive visible id like your emblem, colour palette and tone of voice.
Natural Fundamentals is a good instance of an organization that’s nailed their branding each on-line and on social media. They use a minimalist, impartial palette with earthy, muted tones and clear traces. On the identical time, their web site and social channels characteristic a neon pop artwork model that provides a contact of originality to the clear, easy look.
Social media is essential, so launch profiles that mirror your model and interact your audience.
Share content material that connects. Styling suggestions, behind-the-scenes movies and actual buyer opinions construct belief and create a way of group round your model.
E mail advertising can be a robust technique to keep prime of thoughts—use it to share promotions, product launches and customized updates. Collectively, a powerful digital presence and considerate content material enable you stand out and drive gross sales.
In contrast to social media posts and movies, emails aren’t managed by an algorithm, which makes them a lot simpler to optimize.
8. Spend money on promoting and advertising
Reaching your viewers takes greater than only a good product. Influencer advertising is a good way to showcase your lingerie authentically, and pay-per-click adverts allow you to goal consumers already looking for merchandise like yours.
What higher instance of an influencer taking on a lingerie model than Kim Kardashian with Skims? Kim leverages her fame and affect to construct the model and create a powerful following.
However in fact, you don’t want Kim Ok to construct a lingerie model. You’ll be able to work with micro-influencers or create ambassador packages that assist promote your model by constructing belief with their viewers.
For instance, Knix has an envoy program the place folks can enroll, go away trustworthy opinions and earn perks like VIP entry and commissions. It’s a wise technique to join with their viewers, find out about their buyer base and collect precious suggestions.
Don’t overlook search engine marketing. Optimizing your web site for phrases like “begin a lingerie enterprise” brings in natural site visitors over time. Pair storytelling with paid campaigns to create a model that’s not simply seen however memorable.
The underside line
Beginning a lingerie enterprise takes focus. It’s essential to perceive your viewers, discover high quality merchandise, and hold every thing organized. A powerful model id builds connection and retains prospects coming again.
Effectivity helps you handle on-line and in-store operations with out losing time or sources. With streamlined stock, gross sales and buyer interactions, plus good advertising, you’ll be able to develop your model and construct lasting loyalty.
Watch a demo to see how the fitting instruments may also help your online business develop.
