Organic visibility in online lingerie is up around 5% over six months. Not a tidal wave, but enough to shuffle the order. Market giants like Boux Avenue still dominate, but smaller, quicker players are climbing. Sloggi’s traffic jumped 75%. Stripe & Stare’s leapt 61%.
Lingerie isn’t insulated from the economic cycle. Cost-of-living pressure and changing budgets have made demand twitchy, yet the category still managed a 5% organic traffic growth over six months. Founded in 2017 and now a B Corp, their USP is ultra-soft knickers from wood-pulp fibres backed with playful messaging. They’ve carved out space in a crowded market. Here’s the market backdrop, their numbers, the strategy, and the tactics behind the rise.
Click here to read our latest Lingere Market report.
Who’s Moving, Who’s Slipping
From our dataset of 100+ lingerie retailers:
- Boux Avenue still leads with a traffic score of 535,614.
- Sloggi jumped ten places to 14th, and traffic doubled.
- Stripe & Stare up eight spots to 19th, +61%.
- Playful Promises +42%, up five places.
- Wonderbra (-26%) and Boobydoo (-30%) slid.
The winners are those investing in human-first digital experiences from awareness to conversion. The losers are clunky UX or keyword-stuffed content.
Search Trends Worth Knowing
Emerging interest:
- “Minimiser bras” – 2,400 monthly searches, +109%
- “Breast lift tape” – 2,400, +67%
- “G-string knickers” – 1,600, +208%
Comfort and inclusivity still pull weight:
- “Balconette bra” +24%
- “Bullet bra” +174%
Mainstream staples like “bralette” and “g-string” hold volume. Brands that tap these trends with original content (not cookie-cutter copy) can win the clicks. Still, the brands that own these categories with topical authority through clusters of semantically relevant guides and blog posts are the ones that top the market.
Stripe & Stare by the Numbers
Rank (Jul ’25): 19th
Traffic score (Jul ’25): 27,460
Traffic score (Jan ’25): 17,025
6-month change: +61%
Change vs. market: +57%
Why They Stand Out
Sustainability That’s Real
Stripe & Stare gained B Corp accreditation in 2025. This certification demands evidence of social and environmental accountability.
The founders, Katie Lopes and Nicola Piercy, set out to build underwear that did more good than harm. Only 3% of underwear on the market is sustainably sourced.
Their response was to produce knickers from TENCEL™ Modal – a fibre made from renewable wood pulp – and to create the world’s first 100% biodegradable lace knicker. Every order triggers the planting of a mangrove tree in Madagascar. This is woven through the supply chain and becomes a marketing asset. Becoming B Corp certified puts them in the same league as Chloé and Patagonia, signalling trust to eco-conscious shoppers.
Human-first storytelling
From the moment you land on stripeandstare.com the tone is conversational and irreverent: “Nothing great was ever achieved in uncomfortable knickers” sits in the footer, while a headline invites you to “join the revolution” with 10% off your first order.
The site uses diverse models of different ages, body shapes and stages of life (including pregnancy), reinforcing its inclusivity. Collaborations like a capsule with nutritionist Emily English tie the brand to lifestyle narratives rather than pure product pushes. Blog posts celebrate B Corp status and explain sustainability in plain language, noting that their knickers are made from trees.
Such honesty builds rapport and search engines reward the depth of information.
Conversion flows that feel like play
Stripe & Stare’s CRO tactics are subtle but effective. A sticky free-delivery bar sits at the top of the page. Pop-ups offer 10% off for new subscribers without interrupting navigation. Category pages feature heart icons to save favourites and highlight multi-buy offers like “3 for 30% off”. An interactive “Find your knicker hero” section presents different knicker cuts with their images and invites users to shop instantly. Sign-up forms reappear just as you scroll past product lists, capturing interest at a point of engagement.
Digital PR and off-site buzz
The brand’s B Corp announcement generated coverage beyond its channels.
Lifestyle title Country & Town House highlighted how Stripe & Stare “joins the ranks of sustainable fashion pioneers” and celebrated its biodegradable knickers and Somerset-set campaign. Earned media like this boosts brand authority and supplies quality backlinks. Stripe & Stare’s blog amplifies the story, explaining the rigorous certification process and calling out that only 3% of underwear is sustainably sourced. This blend of press coverage and owned content signals expertise to both audiences and algorithms.
Tactics in Play
- Clear, concise mega-nav
- Inclusive imagery across all touchpoints
- Playful, persuasive copy everywhere
- Interactive product finder
- Multi-buy offers in plain sight
- Smartly timed subscription prompts
- Trust badges (B Corp, Buy Women Built, Ecologi) in the footer
- Blog content that educates as well as sells
- Customer reviews above the product selector
- Prominent collab banners
- Packaging sustainability front and centre
- UX touches: wish-list hearts, sticky CTAs, size-guide shortcuts
- Consistent “female-founded” and “join the revolution” framing
- Smooth, fast mobile experience
- Returns and delivery info easy to find
- Live chat available but not intrusive
Conclusion
Most lingerie brands lean on glossy shots and generic copy. Stripe & Stare mix comfort, sustainability, and personality into something sharper. That 61% organic lift proves it works.
Ethical materials, open storytelling, and smart UX have moved them from start-up to challenger. If you want to grow your own search presence, stop chasing keywords in isolation. Build a brand narrative people want to pass on.
What Next?
- Need hands‑on support? Learn more about our eCommerce SEO service and see how we build “search for humans, not algorithms.”
- Want more content like this delivered daily? Connect with Michael or myself on LinkedIn, where we share regular insights, practical tips, and industry analysis to help you stay ahead of the curve.