The newest category continues a plan that looks to scale the business through an expanded assortment and store growth.

The designers have teamed up with French lingerie house Aubade on a nine-piece capsule collection, in stores in June 2019.

The nonprofit intimate apparel organization will recognize Kohl’s, Gelmart International, Pioneer Elastic Fabric Ltd., Dillard’s and more.

Cuup is one of many bra brands attempting to be the antithesis to Victoria’s Secret.

Cofounder Heidi Zak believes she can build a multibillion-dollar intimate-apparel business without physical stores.

The underwear brand is focusing less on subscriptions and more on memberships.

Kristin Prim believed there was a gap in the market for an intimate apparel brand made by women, for women.

The three-day pop-up will promote French lingerie brands.

Designer test-drives every item before adding it to the line.

It took more than two years, 22 design sketches and 42 prototypes to create the Catalyst bra, a high-impact sports bra.

Called the Like Nothing Bra, the aim was to create a bra that didn’t compromise comfort.

Called Jockey Signature, it will be sold exclusively at Dillard’s.

No more prodding and poking, these new lingerie players have managed to digitize the in-store experience.

Called Thinx (Btwn), the line aims to alleviate anxiety around first periods.

Innerwear brands are presenting simple, comfortable pieces that still have a fashion factor.