The UK lingerie and underwear market is a multi-billion-pound industry with demand that never slows down. From everyday essentials to special-occasion sets, consumers buy underwear all year round, making it one of the most reliable product categories for retailers. Sourcing at wholesale prices is the key to building a profitable lingerie business.
The UK Lingerie Market
British consumers spend more on lingerie per capita than almost any other European market. The category spans a huge price range, from budget multipack briefs to luxury lace sets, giving retailers flexibility in how they position their offering. Online sales now account for a significant share of the market, meaning even small retailers can compete effectively.
Key Wholesale Lingerie Categories
Bras
Bras are the highest-value item in the lingerie category. Stock a range that covers everyday t-shirt bras, push-up styles, bralettes, and sports bras. Size range is critical — offering cups from A through to G and back sizes from 28 to 44 will capture the widest audience.
Knickers and Briefs
From thongs and bikini briefs to full briefs and boy shorts, knickers are a high-volume, repeat-purchase product. Multipacks are popular for everyday basics, while individual pairs sell well in fashion styles and seasonal colours.
Lingerie Sets
Matching bra and knicker sets command premium prices, especially around gifting seasons. Stock sets in classic black and white as year-round staples, plus seasonal colours for Valentine's Day and Christmas.
Shapewear
Wholesale shapewear is a fast-growing category driven by social media and body-confidence trends. Control briefs, shaping slips, and waist cinchers sell well both online and in-store. The category appeals to a broad age range and offers strong margins.
Thermal Underwear
Wholesale thermal wear is a seasonal essential that sells strongly from October through March. Thermal vests, long johns, and thermal leggings are practical products with high repeat purchase rates during the colder months.
Sizing Considerations
Sizing is the single biggest challenge in selling lingerie, especially online. Key tips for getting it right:
- Provide detailed size guides — Include measurements in centimetres and inches for every product
- Stock a wide size range — Inclusive sizing from XS to 5XL captures more customers
- Use consistent sizing — Work with suppliers whose sizing is reliable across their range
- Offer exchanges — A smooth exchange process reduces permanent returns and builds customer loyalty
Seasonal Peaks
While underwear sells year-round, two seasons create significant spikes in demand:
- Valentine's Day (14th February): Lingerie sets, romantic styles, and red or pink pieces see a massive uplift in January and early February. Stock up from late December to be ready.
- Christmas (November-December): Gift sets, luxury packaging, and stocking fillers drive strong sales. Lingerie gift sets with matching packaging sell particularly well.
Selling Lingerie Online
Online lingerie sales continue to grow year on year. To succeed, focus on high-quality product photography, detailed sizing information, and customer reviews. Many successful online lingerie retailers also use social media marketing on Instagram and TikTok to reach new customers and build brand loyalty.
Browse Our Wholesale Lingerie Range
Wicked Nights stocks a wide range of wholesale lingerie and wholesale underwear at competitive trade prices. From everyday basics to special-occasion sets, our range covers every need. We also carry shapewear and thermal underwear for year-round sales.
Apply for a trade account to access our full catalogue and start ordering at wholesale prices with same-day dispatch.