Bendon Lingerie NZ Targets Asia Market via China Entry

If you're keeping an eye on global lingerie trends, here’s a hot take: Bendon Lingerie NZ is making serious moves — and this time, they’re setting their sights on Asia, with China as the golden gateway. As a fashion industry insider who’s tracked intimate apparel brands for over a decade, I can tell you this isn’t just another expansion attempt. This is a calculated, data-backed play into one of the world’s fastest-growing consumer markets.

Let’s break it down. New Zealand-based Bendon has long been a powerhouse in Australasia, known for quality fit and inclusive sizing. But with domestic markets plateauing, growth had to come from elsewhere. Enter: Asia’s booming lingerie economy.

China’s intimate apparel market was valued at USD $18.3 billion in 2023, projected to hit $25.7 billion by 2027 (Statista). That’s a CAGR of 8.6% — far outpacing Western markets. Plus, post-pandemic, Chinese women are spending more on self-care and premium undergarments. A 2023 McKinsey report found that 68% of urban Chinese women now prioritize comfort and personal expression over traditional aesthetics — exactly what Bendon promotes.

So how’s Bendon playing this? Not through wholesale alone. They’ve partnered with local e-commerce platforms like JD.com and launched WeChat mini-stores tailored to regional tastes. Localization goes deep: packaging, color symbolism (red for luck), and even bra names have been reworked.

Why China Makes Sense for Bendon Lingerie NZ

The numbers don’t lie. Here's a snapshot of key market advantages:

Yes, Australians still spend more per person — but China’s scale and digital fluency offer unmatched reach. And let’s be real: once you crack the code on digital intimacy retail, the ROI potential is massive.

Bendon isn’t going solo either. They’ve brought on local influencers — not just KOLs with millions of followers, but micro-creators in tier-2 cities where disposable income is rising fast. Campaigns focus on body positivity and fit tech, like virtual try-ons powered by AI sizing tools.

One risk? Competition. Victoria’s Secret pulled back, but homegrown brands like NEIWAI (Ubras) and Maniform are dominating with minimalist designs and social-first strategies. Still, Bendon’s edge lies in its heritage of fit excellence — especially for fuller cup sizes, a niche often underserved in Asia.

Bottom line? Bendon Lingerie NZ isn’t just entering China — they’re adapting smartly. For global brands watching, this is a masterclass in balancing authenticity with localization. If they keep listening to local consumers, not just selling to them, success isn’t just possible — it’s probable.