Home » 7 Reasons Retailers Should be Stocking Premium Shapewear in 2025
In the ever-evolving landscape of fashion retail, one category has quietly but powerfully surged in both demand and influence—shapewear. No longer a niche product hidden at the back of lingerie aisles, shapewear has stepped into the spotlight, merging seamlessly with fashion, functionality and inclusivity. As we move into 2025, the smart retailer is the one who recognizes shapewear’s transformation from an occasional-use garment into an everyday wardrobe staple.
At Concept Brands, we are proud to supply Australia and New Zealand’s retail sector with premium shapewear from globally renowned lingerie labels such as Miraclesuit, Leonisa and more. With a proven track record in distributing high-quality lingerie and underwear, we believe now is the time for retailers to take a serious look at why stocking premium shapewear in 2025 isn’t just a good idea—it’s a strategic business move.
Everyday Comfort Meets Style
The old perception of shapewear as restrictive, uncomfortable, and reserved for weddings or formal events is fading fast. Today’s premium shapewear is designed with breathable fabrics, seamless construction and flexible compression, making it ideal for everyday use. Brands such as Leonisa and Sans Complexe have introduced shapewear lines that feel more like a second skin than a squeezing machine.
Consumers are wearing shapewear under their office attire, weekend outfits and even casual loungewear. The focus has shifted from simply slimming to supporting posture, boosting confidence and enhancing natural curves in a non-invasive, body-positive way.
Gen Z and Millennials Are Redefining Bodywear
While older generations may have introduced shapewear into the mainstream, younger consumers are driving its reinvention. Gen Z and millennials, in particular, are embracing shapewear as a fashion-forward, body-positive garment. They’re pairing it with crop tops, using it as outerwear, and celebrating how it complements their individual shapes—not hides them.
Moreover, there’s growing demand from postpartum women, plus-size consumers, fitness enthusiasts, and even men. The market is no longer one-size-fits-all, and premium shapewear brands are catering to this diversity with inclusive sizing, gender-neutral designs, and versatile products that span multiple lifestyle needs.
A Retailer’s Dream Product
From a business standpoint, premium shapewear delivers excellent ROI. Unlike trend-based fashion items, shapewear has a longer product lifecycle, meaning fewer markdowns and consistent demand. More importantly, return rates on shapewear tend to be lower than average because sizing is often more forgiving, especially with stretch fabrics and adaptive fits.
Premium shapewear commands higher price points, yet consumers are willing to pay more for quality, comfort, and durability—especially when purchasing brands with established reputations such as Miraclesuit, Naomi & Nicole and Cupid Fine, which we supply through our B2B platform.
The Rise of Functional Fashion
The growing global focus on health and wellness is influencing purchasing decisions across fashion categories. Shapewear now often includes features such as moisture-wicking fabrics, posture support, anti-bacterial properties, and even compression zones that stimulate circulation. For many consumers, these functional benefits make shapewear an essential item rather than a luxury.
As wellness continues to converge with fashion in 2025, shapewear is perfectly positioned at the intersection, offering solutions that are as functional as they are flattering.
Shapewear Is in the Spotlight
The growth of influencer marketing, TikTok try-on hauls, and celebrity shapewear lines (think SKIMS by Kim Kardashian) have catapulted shapewear into the cultural mainstream. Consumers are not only aware of shapewear—they’re actively looking for it.
These trends create an ideal environment for retailers to capitalize on the buzz. Stocking well-respected premium brands—especially those with a clean aesthetic and modern design ethos—can set a retailer apart in both physical and digital storefronts.
Cross-Selling Opportunities Abound
Retailers already offering bras, underwear and loungewear have a golden opportunity to integrate shapewear seamlessly into their product lineup. The synergy between shapewear and lingerie opens doors for cross-selling and bundle promotions that increase average order value. This is particularly true with cross-category brands such as Sans Complexe which offer matching lingerie and shapewear lines, and the enticing product imagery to go along with it.
By sourcing through Concept Brands, retailers gain access to cohesive collections from premium brands, enabling them to curate shapewear offerings that complement their existing stock.
The Global Shapewear Market Is Booming
According to multiple market research reports, the global shapewear market is projected to reach USD 3.8 billion by 2028, growing at a CAGR of over 7%. In Australia alone, shapewear sales are rising as consumers place increasing value on body-sculpting, and brands place increasing emphasis on comfort and inclusive sizing.
Stocking premium shapewear isn’t just about catching a trend—it’s about future-proofing your retail business. As consumer preferences shift toward multi-functional wardrobe staples, shapewear will continue to evolve into a permanent, profitable category.
Why Partner with Us?
At Concept Brands, we specialize in supplying high-quality lingerie and shapewear to independent and chain retailers across Australia and New Zealand. Our curated portfolio includes brands with international prestige, known for their innovation in fit, fabric and function.
By partnering with us, retailers enjoy:
Whether you operate an online store, a boutique or a large-scale retail operation, Concept Brands equips you with the products and tools to succeed in the shapewear space.
It’s Time to Take Shapewear Seriously
Retailers looking to stay relevant and competitive in 2025 should not overlook the growing significance of premium shapewear. From its evolving role in everyday fashion to its exceptional business value, shapewear is a category with proven potential and staying power.
Concept Brands is here to help retailers seize this opportunity with a curated selection of premium shapewear from top global brands, backed by wholesale expertise and exceptional service.
Join us in redefining the future of intimate retail. Stock smarter. Stock shapewear.
