China’s fast-growing e-commerce market is changing how lingerie brands reach customers. Cosmo Lady, one of China’s biggest underwear companies, shows how digital sales can drive real business growth.
Strong Financial Performance in the Digital Era
Cosmo Lady achieved $420 million in trailing 12-month revenue as of December 2024. This marks solid growth for the Hong Kong-listed company. The company recorded revenue of 3.01 billion yuan ($414.5 million) in 2024, marking a 9.18 percent increase from the previous year.
The numbers tell a clear story. E-commerce platforms played a key role in this success. In the first half of 2024, the total gross merchandise volume of transactions on the e-commerce platforms amounted to approximately 230 million yuan.
China’s Lingerie Market Powers Growth
The China Lingerie Market was valued at USD 22.46 billion in 2024 and is expected to reach USD 30.37 billion by 2030 with a CAGR of 5.22%. This creates huge opportunities for brands like Cosmo Lady.
The online segment shows even stronger growth patterns. The global online lingerie market size was USD 57.04 billion in 2023 and is projected to grow from USD 63.6 billion in 2024 to USD 153.26 billion by 2032. The online lingerie market is expected to exhibit a CAGR of 11.5%.
Digital Strategy Meets Physical Expansion
Cosmo Lady isn’t just focusing on online sales. Chinese lingerie brand Cosmo Lady is reportedly mulling opening 1,100 stores in the mainland, including approximately 1,000 franchise model stores and 100 self-operated stores.
Many online tools will be used to empower our offline business, enabling our franchised stores to work better. This shows how digital and physical retail can work together.
Market Position and Competition
As of 2019, it is the largest such company in the country by revenue in its category. Asia-Pacific holds 60.43% of the global lingerie market in 2024 and is expected to grow at a 10.46% CAGR through 2030.
The company benefits from China’s strong e-commerce culture. Chinese consumers are comfortable buying lingerie online, which helps brands reach more customers across the country.
Future Outlook
The Chinese lingerie market is expected to reach an estimated value of $42.51 billion by 2026, with a compound annual growth rate (CAGR) of 6% from 2020 to 2026, and further growth to $73.8 billion by 2030.
For American investors and retailers watching this space, Cosmo Lady’s success shows how e-commerce can transform traditional retail businesses. The combination of digital sales channels and physical store expansion creates multiple ways to reach customers.
The company’s growth story reflects broader trends in Chinese retail. E-commerce platforms make it easier for brands to test new products, reach younger consumers, and build direct relationships with customers. This digital-first approach is becoming the new normal for retail success in China.
