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✅ Free Lingerie Industry Report.
Used by over 9,000 lingerie marketers to benchmark performance, spot trends, and guide their SEO strategy.
10 minutes
Reading time
100+
Brands ranked
Updated Feb 2026
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"The report it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, Head of Organic, Sonia Morrison
We’ve unveiled the secrets behind the lingerie retail industry’s digital marketing performance, revealing what’s working and what’s not in this intimate sector.
If you’re a lingerie retailer looking to enhance your online presence and captivate your audience this year, this comprehensive report is an essential addition to your marketing toolkit. You’ll uncover crucial metrics including search visibility, website performance, keyword opportunities, and conversion optimisation strategies. Plus, you’ll gain access to exclusive insights on digital reach, brand positioning, and customer engagement patterns that are often kept under wraps. To see how successful brands build their digital empires, dive into our Intimissimi strategy spotlight.
Ready to discover how your brand measures against the competition and identify opportunities to elevate your digital marketing game? Download your free report now and unlock the insights that could transform your online strategy.
The state of the market
The UK lingerie market grew 9% in organic visibility this year. On the surface, that sounds like good news. It is good news, but only for the brands that grew faster than 9%.
Ann Summers added 108,532 in visibility. Brastop jumped from rank 20 to rank 9. Intimissimi’s brand searches grew 73.4%. Meanwhile, Triumph lost 21.5% of its visibility. Hunkemöller dropped 35.5%. Wonderbra fell 34.5%. Bluebella, which used to be a top-10 brand by rank, has slid to 10th after losing nearly 40%.
Same market. Same year. Opposite results. The data tells you why. The lingerie market has bifurcated. Two types of search are growing. Very specific comfort (non-wired bras, maternity bras, cotton nightdresses, bridal underwear) and very specific desire (garter belts and stockings, thong sets, balconette push-ups, bridal nightwear). Garter belt and stocking searches up 90%. G-thong queries up 768%. Cotton nightdress searches up 40.3%. Bra non padded non wired up 35.1%.
What’s shrinking is the undifferentiated middle. Generic pyjamas (-8.9% volume). Fluffy pyjamas (-50.5%). Demi bras (-88.7%). The customer who used to browse broadly now arrives at Google with a decision almost already made.
The brands winning understand this. They’ve built product coverage and brand language that matches specific search intent, not just ‘lingerie’ in the abstract, but ‘bridal lingerie’ (3,300 monthly searches, competition score 4), ‘maternity bras’ (3,600 searches, competition 3), ‘balconette push up bra’ (searches up 113%), ‘wedding lingerie’ (up 584%). These are growing categories with almost no meaningful competition. The window to own them is open right now.
The brands losing are still publishing broad pages against highly competitive head terms, while the specific intent clusters grow uncontested around them. This is what the 2026 UK Lingerie Salience Index tracks. Not just who grew and who shrank, but the direction the whole market is moving and which brands are positioned to benefit.
What you get
69 pages of organic search data on 100 UK lingerie brands. Visibility rankings. Year-on-year changes. Brand search trends. Keyword opportunity analysis. Social data. The full picture of who’s gaining, who’s losing, and what’s actually driving the moves. Free to download.
Yes. This report, along with all our marketing intelligence reports, is completely free.
We’ve considered the top 48 lingerie retailers for our 2019 report. You can see the full list of brands we’ve considered at the top of this page.
If you’re not on the list, this could mean that you don’t yet have the organic visibility to appear in our top list.
Sometimes, we also exclude multi-category sites (such as M&S in this instance) as their prominence in other categories would give an inaccurate view of their place in the market. If you believe you should be in the report, please get in touch.
The biggest lingerie brands online in the UK for 2019 are:
<ol>
<li>victoriassecret.com</li>
<li>figleaves.com</li>
<li>annsumers.com</li>
<li>lasenza.com</li>
<li>bravissimo.com</li>
<li>sparklingstrawberry.com</li>
<li>bouxavenue.com</li>
<li>curvissa.co.uk</li>
<li>agentprovocateur.com</li>
<li>uktights.com</li>
</ol>
The top five ones to watch for 2019 based on organic visibility growth are:
<ol>
<li>lasenza.com (55%)</li>
<li>lingerieoutletstore.co.uk (835%)</li>
<li>pourmoi.co.uk (new starter)</li>
<li>bravissimo.com (40%)</li>
<li>intimissi.com (120%)</li>
</ol>
These five brands saw the biggest decline since 2018. The majority of declines were caused by Google’s plethora of algorithm updates over the past 12 months.
<ol>
<li>bouxavenue.com (-59%)</li>
<li>annsummers.com (-21%)</li>
<li>uktights.com (-48%)</li>
<li>yandy.com (-44%)</li>
<li>stockingshq.com (-47%)</li>
</ol>
