Market Overview

The Germany lingerie market stood at USD 4.05 Billion in 2024 and is expected to reach USD 7.57 Billion by 2033, exhibiting a CAGR of 6.45% during 2025-2033. Strong consumer preference for comfort, high-quality materials, and useful designs are driving market growth. Sustainability and inclusivity significantly influence market trends, with German consumers favoring eco-friendly products and diverse sizing. Technological advancements in fabric and fit further boost customer satisfaction and repeat purchases.

Study Assumption Years

• Base Year: 2024
• Historical Year/Period: 2019-2024
• Forecast Year/Period: 2025-2033

Germany Lingerie Market Key Takeaways

• The Germany lingerie market size reached USD 4.05 Billion in 2024.
• The market is expected to grow at a CAGR of 6.45% during 2025-2033.
• The forecasted market value is USD 7.57 Billion by 2033.
• Strong demand for comfort, high-quality material, and ergonomic design characterizes the market.
• The market sees a positive shift toward sustainable, eco-friendly lingerie products.
• Inclusivity in sizing and marketing is transforming consumer engagement and brand strategies.
• Advancements in fabric and fit technologies are increasing customer satisfaction and market share.

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Market Growth Factors

Consumers in the German market have a preference for comfort and utility. German consumers are more likely to be attracted to better made, better fitting underwear, and are also more likely to be interested in smooth knickers, wireless bras and organic cotton materials. Attractively styled yet comfortably ergonomic silhouettes with adjustability, durability and brands like Triumph and Anita are proving popular with the largest market segments in predominantly urban city areas where subtle and classic styling is the standard.

Sustainability and ethical production are important elements of growth, and country of origin plays an important part for German customers, who prefer organically grown and recycled materials and non-toxic dyes. Brands with environmental focus and a sustainable approach, such as Aikyou and Erlich Textil, offer relatively local production within Germany or the EU, plastic-free packaging and biological labels. As labor laws get stricter and demand grows for ethically sourced products, especially among urban and younger shoppers, consumers expect sustainable lingerie at a minimum.

Body positivity and body diversity are major stimuli for this market's expansion. As social conceptions of body image and gender identity change, companies are increasingly aware of the need for fashionable and comfortable lingerie for all body types. These days newer marketing campaigns feature lingerie models with a range of body types, including unisex and gender neutral products for the younger market in liberal urban areas like Berlin, and adaptive bras for women with disabilities, suggesting that a wider audience is being recognized and catered for by the lingerie industry.

Market Segmentation

Product Type:

• Brassiere: The market includes brassieres designed to offer comfort, fit, and ergonomic support tailored for everyday use.
• Knickers or Panties: This segment covers various styles prioritizing comfort and functionality, including seamless and wireless options.
• Shapewear: Includes lingerie designed to provide shaping benefits alongside comfort and durability.
• Others: Encompasses other lingerie product types meeting diverse consumer preferences.

Material:

• Cotton: Preferred for its natural, breathable qualities aligning with comfort and sustainability trends.
• Silk: Valued for luxury and softness, appealing to premium segments.
• Satin: Offers smooth texture and aesthetic appeal.
• Nylon: Used for durability and flexibility.
• Others: Includes additional fabric types contributing to product diversity.

Price Range:

• Economy: Targets cost-conscious consumers with functional and affordable lingerie.
• Premium: Caters to consumers seeking high-quality, often sustainable or technologically advanced products.

Distribution Channel:

• Mass Merchandisers: Large retail chains offering lingerie products widely.
• Specialized Stores: Focused lingerie retailers providing a curated assortment.
• Online Stores: E-commerce platforms increasingly popular for their convenience and range.
• Others: Additional channels facilitating market reach.

Regional Insights

The Germany lingerie market is analyzed across Western, Southern, Eastern, and Northern Germany. The report does not specify the dominant region or exact region-wise market shares or CAGR. Therefore, regional insights highlight comprehensive coverage of all major parts of the country, supporting detailed geographical market understanding.

Recent Developments & News

In June 2024, Sassa Mode, a German company known for high-quality, affordable women's lingerie and underwear, was acquired by Dutch company HVEG Fashion Group. This acquisition strengthens HVEG's position in the sector and leverages its global connections. In March 2023, French lingerie brand Valège planned to expand its stores to 100 locations by year-end, aiming to enter the German market. Valège targets entry-to-mid-level consumers, offering an extensive size range including bras up to G-cup, with nearly 90 locations currently.

Key Players

• Triumph
• Anita
• Aikyou
• Erlich Textil
• Sassa Mode
• HVEG Fashion Group
• Valège

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