Let's face it: shopping for lingerie can feel like a daunting, even uncomfortable experience. But what if I told you that Melbourne’s newest lingerie stores are turning this chore into a luxurious, empowering treat? Gone are the days of harsh fluorescent lights and sterile fitting rooms—these boutiques are redefining the way we shop for undergarments. From plush interiors to personalized service (and yes, even champagne!), these spots are worth every minute of your time. And this is the part most people miss: it’s not just about the lingerie; it’s about feeling confident and celebrated. Here are three must-visit destinations that are changing the game.
Primary, Richmond: Where Bra Fitting Becomes a Joy
Primary, an online-only lingerie retailer, has temporarily stepped into the physical world with its pop-up store, The Fitting Room, in Richmond. Open until Christmas, this haven is the brainchild of founder Samantha Harrison, who’s on a mission to make bra fittings feel like a treat rather than a task. Here, you’ll find a carefully curated selection of six global lingerie brands, including the innovative Dutch shapewear label Bye Bra, the daring French designs of Maison Close, and the intricate elegance of Russian brand Love and Swans.
But here’s where it gets controversial: Harrison believes that bra fittings should be enjoyable. “I want people to feel comfortable and cared for,” she says. The store’s draped curtains, soft lighting, and intimate changing area are designed to make you feel at ease. Visitors can browse at their leisure or book a range of fitting services, from quick 10-minute checks to specialized appointments for first bras, bridal lingerie, and post-maternity wear. It’s a bold statement in an industry where practicality often overshadows pleasure—do you think lingerie shopping should be an experience or just a transaction? Let’s discuss in the comments!
Kat the Label, Armadale: A Space to Surprise and Delight
Melbourne’s own Kat the Label has been a go-to for lacy lingerie sets for over a decade, but its new flagship store in Armadale takes the brand to a whole new level. Designed in collaboration with Angus Edward Interior Design, the space is a masterclass in understated luxury. Dove grey and baby blue hues dominate the spacious interior, complemented by velvet accents and cool aluminium fixtures. But the real stars? Kat the Label’s delicate lingerie and sleepwear collections, of course.
Founder Kat Nixon wanted to create a space that feels unexpected yet inviting. “From the soft blue carpeted walls to the unique lighting, everything is designed to highlight the lingerie,” she explains. A standout feature is the by-appointment bridal suite—a private, intimate area where brides-to-be and their entourage can try on pieces while sipping champagne. And here’s a teaser: starting in December, the store will offer an embroidery service, adding a personalized touch to your purchases. Is this the future of lingerie shopping, or is it overkill? Share your thoughts below!
Victoria’s Secret, Southland: Global Glamour Meets Local Charm
Love it or hate it, Victoria’s Secret is a name that needs no introduction. The American lingerie giant has set its sights on Australia, with its latest store opening in Southland Westfield. Following its successful launch at Fountain Gate Westfield, this shiny new outpost blends lingerie, sleepwear, fragrances, and beauty products in a space that screams ultra-feminine glamour. Marble-look tiles, pale pink accents, and gold detailing create a luxurious backdrop for the brand’s iconic collections.
But here’s the controversial part: while some see Victoria’s Secret as a symbol of empowerment, others criticize its narrow beauty standards. With plans to open more stores in Melbourne Central, Westfield Doncaster, and DFO Essendon next year, the brand is clearly here to stay. The question is: does its presence elevate the lingerie shopping experience, or does it perpetuate outdated ideals? Weigh in with your opinion—this is a debate worth having!
Final Thoughts
These three stores are more than just places to buy lingerie; they’re destinations that celebrate individuality, comfort, and confidence. Whether you’re team Primary, Kat the Label, or Victoria’s Secret, one thing’s for sure: lingerie shopping in Melbourne has never been more exciting. So, which store are you most excited to visit? And more importantly, what do you think the future of lingerie shopping should look like? Let’s keep the conversation going in the comments!
