{"id":289860,"date":"2025-11-17T06:52:14","date_gmt":"2025-11-17T06:52:14","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/289860\/"},"modified":"2025-11-17T06:52:14","modified_gmt":"2025-11-17T06:52:14","slug":"the-best-new-melbourne-lingerie-stores-to-visit-2025","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/289860\/","title":{"rendered":"The Best New Melbourne Lingerie Stores To Visit 2025"},"content":{"rendered":"

I shudder thinking about my first bra appointment. Standing under fluorescent lights, home-brand bras thrust into the sterile Target changing room \u2013 it was a humbling experience. Thankfully, the undergarment shopping experience has evolved since then.\u00a0<\/p>\n

Melbourne has seen a few new lingerie shops open up recently (along with some other must-visit new stores<\/a>), elevating an ordeal that often leaves you feeling vulnerable. Think plush change rooms, personalised service and maybe even champagne by the glass. Here are three worth visiting.<\/p>\n

Primary, Richmond<\/p>\n

Primary is a lingerie stockist that trades in a variety of undergarments. The online-only shop has opened up a pop-up store, called the Fitting Room, in Richmond until Christmas. Founder Samantha Harrison stocks a curated list of six global lingerie brands under Primary, including Dutch shapewear label Bye Bra, bold French lingerie house Maison Close and intricate Russian label Love and Swans.<\/p>\n

\u201cBeing\u00a0fitted\u00a0for a bra should be a joy, not a chore,\u201d Harrison says. \u201cI want people to feel comfortable and cared for.\u201d The temporary physical store is inviting, with draped curtains welcoming customers into an intimate changing area. \u201cThe lighting is soft and kind, so the experience of being\u00a0fitted for a bra is a beautiful one,\u201d she says.\u00a0<\/p>\n

Visitors can peruse the space or book in for a range of fitting services, from complimentary 10-minute fit checks to ones focusing on first bras, bridal undergarments and post-maternity wear.<\/p>\n

Kat the Label, Armadale<\/p>\n

A decade ago, Kat the Label began dishing out lacy lingerie sets. Its vision never changed, but the Melbourne label has since grown significantly in size and offerings. Now, it\u2019s opened its flagship store in Armadale, designed in collaboration with\u00a0Angus Edward Interior Design<\/a>. The spacious, pared-back interior is awash in dove grey and baby blue. There are ample amounts of velvet and cool aluminium, paired with Kat the Label\u2019s delicate lingerie sets.\u00a0<\/p>\n

\u201cWe wanted to build an unexpected space, a space to surprise and delight our customers,\u201d founder Kat Nixon says.\u00a0\u201cFrom soft blue carpeted walls to unique lighting options, the lingerie and sleepwear are the real heroes of the store.\u201d<\/p>\n

A huge drawcard is its by-appointment bridal suite \u2013 a roomy, yet intimate, private area for brides-to-be and their entourage to try on pieces, with champagne on hand. In December, there will also be an embroidery service added to the store.<\/p>\n

Victoria\u2019s Secret, Southland<\/p>\n

Victoria\u2019s Secret needs no introduction \u2013 the global lingerie company is known for its ultra-feminine undergarments. The American brand has its sights firmly planted on Australia. Its most recent store opening took place in Southland Westfield, following closely on from its Fountain Gate Westfield launch. The shiny new Cheltenham outpost splits its focus between lingerie, sleepwear, fragrance and beauty products. Marble-look tiles, and pale pink and gold accents frame its offerings. Victoria\u2019s Secret is set to open more stores in Melbourne Central, Westfield Doncaster and DFO Essendon in the coming year.<\/p>\n","protected":false},"excerpt":{"rendered":"I shudder thinking about my first bra appointment. Standing under fluorescent lights, home-brand bras thrust into the sterile…\n","protected":false},"author":2,"featured_media":289861,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[64,63,127975,154466,51652,2331,8851,1295,17541,1625,647,18601,105],"class_list":["post-289860","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-au","tag-australia","tag-bars","tag-broadsheet","tag-cafes","tag-culture","tag-drink","tag-food","tag-guide","tag-lifestyle","tag-melbourne","tag-restaurants","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/289860","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=289860"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/289860\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/289861"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=289860"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=289860"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=289860"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}