Rental Economy Disrupts China's Lingerie Retail Model

In recent years, China’s rental economy has exploded—bikes, power banks, even luxury handbags. But one surprising corner of this trend is flying under the radar: lingerie rental. Yes, you read that right. Bras, panties, and high-end sets are now being leased, not just listed. And it’s shaking up the entire retail model for intimate apparel.

Why rent underwear? For starters, sustainability. A 2023 report by McKinsey found that the average Chinese consumer buys 45% more clothing than they did a decade ago—but wears each item only 7 times. Lingerie is no exception. With fast fashion pushing cheap, trendy pieces, landfills are piling up with unworn lace and silicone cups.

Enter startups like “LaceLoop” and “SilkShare”, which offer monthly subscriptions to rotate premium lingerie. For ¥99–¥199 per month, users can access designer sets worth over ¥800—worn once or twice, cleaned professionally, then sent to the next customer. It’s like Netflix for your underwear drawer.

The numbers speak volumes:

But it’s not just eco-conscious Gen Z driving this. Urban professionals in cities like Shanghai and Shenzhen are embracing the convenience. No more ill-fitting online orders or seasonal clutter. Need something sexy for a weekend getaway? Swap in a red satin set. Postpartum recovery? Opt for breathable cotton rentals. Flexibility wins.

Brands are taking note. Even established players like Maniform and Ubras are piloting rental partnerships. Ubras reported a 22% increase in brand engagement after launching a limited “Try Before You Buy” rental program in 2022.

Of course, hygiene concerns pop up. How clean is *really* clean? Companies counter with UV sterilization, enzyme-based laundry, and blockchain tracking for each garment’s journey. Some even let users view the cleaning certificate via QR code. Trust, it seems, can be coded.

Still, challenges remain. The rental model thrives on density—cities with high population and delivery infrastructure. Rural adoption? Not yet. And while returns are low (under 5%), damage rates hover around 12%, mostly from improper handling.

So where’s this headed? Analysts predict the intimate apparel rental market could hit ¥1.8 billion by 2026, growing at 34% CAGR. As consumers shift from ownership to access, the question isn’t whether lingerie rental will last—it’s how deeply it’ll reshape how we think about personal clothing.

In a world where everything’s temporary, maybe your bra shouldn’t be forever.