The Italian Lingerie Market: Strategic and Shifting Toward the Premium Segment
The Italian underwear and lingerie market continues to play a strategically important role in Italian and European fashion, even as it evolves amid a gradual shift in consumer behavior. In Europe, the sector is worth approximately 17 billion euros, but it is projected to grow to 26 billion euros by 2033, according to Market Data Forecast. In this scenario, Italy continues to play a central role, both in terms of domestic consumption and in terms of production and exports.
Consumption and the Impact of Tourism
According to the analysis “Consumption, Exports, and Imports of Lingerie in Italy 2025” commissioned by Underbeach—an organizer of events dedicated to lingerie and swimwear—from Sita Ricerca and based on the resident population (thus excluding tourists and institutional purchases), the total value of the intimate apparel market (including men’s, women’s, and knitwear) is projected to reach 3.105 billion euros in 2025, a slight decline (-0.4%) compared to 2024. This decline is due to a contraction in volumes (-1.3%), while average prices continue to rise (+0.9%). If we also consider the impact of purchases by foreign tourists, which account for about 20%, the value rises to approximately 3.7 billion euros. The women’s segment remains the sector’s driving force, accounting for more than 2 billion euros—about 70% of the total—while men’s underwear shows weaker momentum.
The Rise of the Premium Segment
The structure of the European market shows a strong concentration in the entry-level segment, which accounts for 62.3% of consumption. In Italy, however, the most significant trend lies in the growth of the premium segment. By 2025, the value of premium lingerie sold to residents is projected to reach 379.6 million euros, an increase of nearly 10% compared to 2023. Given that approximately 80% of purchases made by foreign tourists in Italy fall within the high-end segment and that their value is comparable to that of residents, the overall revenue for the premium segment can be estimated at around 800 million euros, representing approximately 22% of the total sector.
Single-brand chains dominate retail
On the retail front, single-brand chains are set to remain the leading sales channel in 2025, with a 51.9% market share, up from 50.8% in 2023. The multi-brand channel remains stable at 18.9%, while pure players (online stores) hold steady at 6.5%. Channels related to street vendors and large-scale food retailers (hypermarkets, supermarkets, and discounters) face some challenges, declining from 7.2% to 7% and from 11.2% to 10.6%, respectively. Overall online spending on underwear and lingerie, meanwhile, is nearing 350 million euros, accounting for nearly 11% of the market.
Foreign Trade: Imbalance Between Imports and Exports
Foreign trade is showing signs of imbalance. During the first ten months of 2025, Italian lingerie exports fell to 2.3 billion euros (-2.8%), while imports rose by +6.9%, reaching 2.7 billion euros. Exports to the European Union in 2025 accounted for nearly 59% of the total, posting growth of 1.8%. The main export markets are France, Germany, and Spain. On the import side, Italy purchases approximately 1.43 billion euros worth of underwear from countries outside Europe (52.2% of the total) and approximately 1.3 billion from Europe, Bangladesh, the Netherlands, and Sri Lanka being the main exporters of lingerie to Italy.
Strategic data for the industry
“We commissioned this study with the newly formed Aimi, the Italian Mare Intimo Association, because we believe it is essential for those operating in these markets to have access to dedicated, accurate data that is truly representative of the sector,” explains Alessandro Legnaioli, president of Underbeach, the company that organizes the Immagine Italia & Co trade show—dedicated to lingerie—and Maredamare—dedicated to the swimwear sector—both running through today, February 16, at the Fortezza da Basso. “Until now, the available information was almost always aggregated into broader macro-categories, such as apparel, making it difficult to understand the actual dynamics of our sector. This survey fills a significant information gap and provides a strategic tool for companies, industry professionals, and stakeholders. The initiative will continue in the coming months: in July, during the 2026 edition of Maredamare, specific data on swimwear and beachwear will be available.”