New Zealand lingerie brand Rose & Thorne has expanded its export programme to meet the growing global demand for larger bra sizes.

Rich Carey, General Manager at Rose & Thorne, says the company is well positioned to capitalise on a global trend: the steady increase in women’s bust and back sizes.

To tap into this growing market, the company introduced K-cup bras, expanding its size range from 10C to 24K and positioning itself as a leader in the larger-size lingerie category.  

“Our goal has always been to build a consistent, high-quality product range that addresses a long-neglected market segment,” Carey says.

The company has also shifted to a direct-to-consumer online model to better serve international markets.

Australian market is a growth opportunity

Australia’s $1.7 billion bra market is growing at more than 4% each year. It presents a greater opportunity than New Zealand’s $254 million market, which grows at 3%.

Carey expects the Australian market will help the company double its business by 2027.

Unlike many lingerie brands that rely on traditional retail partnerships, Rose & Thorne’s new digital-only model enables the company to offer a wider size range and maintain operational efficiency to serve the Trans-Tasman market.

This digital model means the brand can target customers who prefer to shop online or have limited access to physical stores.

“Some women will always prefer in-store shopping, and we respect that. But we also know that many find buying lingerie online more comfortable,” Carey says.

Australia currently makes up a third of the revenue, but Carey believes it could surpass the New Zealand market by two to three times.

“If we can get the word out there, the multi-million dollar opportunity will be significant for our locally designed label,” he adds.

Rising shipping costs

Rising international shipping costs are a challenge, but Carey plans to expand into North America and Britain.

“Shipping costs have increased by about 40% over the last few years, which has significantly impacted our ability to sell into offshore markets like the US and the UK.

“Right now, our focus is on cracking Australia, which still represents a huge growth opportunity. Beyond that, we will look at other markets where we can enter using other distribution models,” he says.

Wire-free larger bra sizes

Rose & Thorne is also responding to the growing demand for comfort – especially among women working from home.

“We’re investing in R&D to extend our wire-free range up to the largest sizes possible,” Carey says.

The company already offers the largest range of any Australasian-based lingerie brand in this segment.