Top 10 London Lingerie Stores – 2026 City Guide

Best Local Lingerie Store Solutions for Retail, Hospitality, and E‑Commerce in London

2026 London Lingerie Store Market Overview

London’s 2026 lingerie market is led by a mix of luxury boutiques and high‑street chains concentrated around the West End and major shopping streets.

• Core clusters sit along Oxford Street, Regent Street, Soho, Knightsbridge, Mayfair, and Covent Garden.
• Luxury houses specialise in bespoke fittings, premium European brands, and discreet styling suites for higher‑spend clients.
• High‑street and value chains balance fashion‑forward sets, inclusive sizing, and frequent promotions for everyday shoppers.
• Demand is rising for fuller‑bust and plus‑size solutions, post‑surgery support, and shaping pieces suited to office and eveningwear.
• Many retailers now combine in‑store bra fitting with click‑and‑collect, online ordering, and local delivery, serving residents, commuters, and tourists.

How We Selected the Best Lingerie Store Suppliers in London

To identify the best London lingerie stores for 2026, we focused on locations that demonstrate strong visibility and trust on Google Maps. Priority was given to verified business listings that typically show at least around 100 customer reviews and an overall rating of 4.3 stars or higher, signalling consistent service and product satisfaction.

We emphasised stores clearly categorised under lingerie or underwear, with complete addresses and active opening hours. Local reputation for expert fitting, inclusive size ranges, and consistent service quality was essential, along with well‑known positions in key shopping districts such as Oxford Street, Mayfair, Knightsbridge, and Covent Garden. The final selection balances independent specialists and national or international chains to give buyers and partners a realistic view of the London market.

Top 10 Lingerie Store Suppliers in London

Rigby & Peller Knightsbridge – London

Rigby & Peller Knightsbridge is one of London’s most prestigious lingerie boutiques, known for luxury brands, bespoke fitting expertise, and a heritage linked to royal clients. The store offers a calm, highly personalised environment, where trained lingerie stylists use their eye for fit rather than tape measures alone.

Location: 2 Hans Road, Knightsbridge, London SW3 1RX

Main Products in English: Luxury lingerie, premium bras and briefs, nightwear and swimwear

Customer Reviews in English: Customers highlight knowledgeable staff, precise fittings, and comfortable long‑lasting pieces, with occasional comments about pricing reflecting the premium positioning.

Best For in English: Shoppers seeking Premium and High‑End lingerie, bespoke styling, and classic European brands.

Local Advantage in English: Steps from Knightsbridge landmarks and department stores, ideal for destination shopping and international visitors.

Website in English: www.rigbyandpeller.com

Google Maps in English: View on Google Maps

Rigby & Peller Mayfair – London

Rigby & Peller Mayfair brings the brand’s luxury fitting expertise into a refined West End setting close to Regent Street and Bond Street. The boutique focuses on premium lingerie, nightwear, and swimwear, supported by stylist‑led consultations that help customers discover flattering shapes and colours for different outfits.

Location: 22A Conduit Street, Mayfair, London W1S 2XT

Main Products in English: Designer lingerie, bras and briefs, nightwear and swimwear

Customer Reviews in English: Reviews frequently mention attentive one‑to‑one fittings, high‑quality materials, and a relaxed but professional experience, with some noting that it is a destination for investment pieces.

Best For in English: Professionals and visitors wanting Luxury lingerie and expert guidance in the heart of the West End.

Local Advantage in English: Central Mayfair address makes it easy to pair fittings with shopping or business meetings nearby.

Website in English: www.rigbyandpeller.com

Google Maps in English: View on Google Maps

Rigby & Peller St John’s Wood – London

Rigby & Peller St John’s Wood offers a neighbourhood‑style boutique experience for north‑west London, bringing luxury lingerie and specialist fittings closer to residential clients. The store is known for its warm service and the same high standards found in central locations, without the bustle of Oxford Street or Knightsbridge.

Location: 23 St John’s Wood High Street, London NW8 7NH

Main Products in English: Luxury bras and briefs, lingerie sets, nightwear and swimwear

Customer Reviews in English: Customers appreciate the welcoming atmosphere, patient fitting support, and thoughtful recommendations for everyday and special‑occasion pieces.

Best For in English: Local residents seeking Premium lingerie and expert fittings in a quieter, village‑style high street setting.

Local Advantage in English: Serves affluent residential areas around St John’s Wood, with easy access and a relaxed pace compared with central London.

Website in English: www.rigbyandpeller.com

Google Maps in English: View on Google Maps

Bravissimo Oxford Circus – London

Bravissimo Oxford Circus is a flagship destination for fuller‑bust customers, specialising in D cup and above lingerie and swimwear. Located just off Oxford Street, it offers extensive fitting capacity and a wide size range, making it a go‑to for those who have struggled to find supportive, stylish bras elsewhere.

Location: 28 Margaret Street, London W1W 8RZ

Main Products in English: Fuller‑bust bras, lingerie sets, swimwear and nightwear

Customer Reviews in English: Reviews commonly praise the friendly fitters, inclusive cup sizes, and confidence‑boosting fittings, with occasional comments about peak‑time waiting due to demand.

Best For in English: D cup and up shoppers looking for Mid‑Range to Premium fits with strong support and colour variety.

Local Advantage in English: Central West End location is easy to reach from Oxford Circus, ideal for commuters and international visitors.

Website in English: www.bravissimo.com

Google Maps in English: View on Google Maps

Bravissimo Covent Garden – London

Bravissimo Covent Garden serves central and theatre‑district shoppers with the same fuller‑bust focus, in a lively area close to the piazza. The store provides personalised fittings, lingerie, and swimwear designed specifically for larger cup sizes, alongside a relaxed lounge feel that encourages customers to take their time.

Location: 20 Tavistock Street, Covent Garden, London WC2E 7PH

Main Products in English: Fuller‑bust lingerie, bras and briefs, swimwear and nightwear

Customer Reviews in English: Customers highlight staff who listen carefully, suggest supportive shapes, and make fittings comfortable for first‑timers, with positive feedback on the range of colourful, everyday‑wearable designs.

Best For in English: D cup and above customers visiting Covent Garden, including tourists and city workers.

Local Advantage in English: Situated near key theatres and hotels, ideal for combining a fitting with dining, shows, or business trips.

Website in English: www.bravissimo.com

Google Maps in English: View on Google Maps

Agent Provocateur Broadwick Street – London

Agent Provocateur on Broadwick Street is the brand’s original boutique and remains an iconic address for luxury, statement lingerie in Soho. The intimate store focuses on bold designs, intricate detailing, and sets that cater to special occasions, gifting, and high‑fashion styling, supported by discreet service.

Location: 6 Broadwick Street, Soho, London W1F 8HL

Main Products in English: Luxury lingerie sets, corsets, nightwear, hosiery and accessories

Customer Reviews in English: Shoppers frequently mention striking designs, indulgent fabrics, and a glamorous atmosphere, while some note that the range is firmly Premium and High‑End.

Best For in English: Customers seeking Luxury, fashion‑led lingerie for occasions, gifting, or editorial‑style looks.

Local Advantage in English: Centrally located in Soho, close to major theatres, nightlife, and boutique shopping streets.

Website in English: www.agentprovocateur.com

Google Maps in English: View on Google Maps

Ann Summers Oxford Street – London

Ann Summers Oxford Street provides a high‑energy, high‑street experience that combines lingerie, fashion, and adult products in a central flagship environment. The store is known for trend‑driven sets, playful designs, and expert bra fitting, appealing to shoppers looking for both everyday pieces and bolder styles.

Location: 104‑106 Oxford Street, London W1D 1LP

Main Products in English: Fashion lingerie, bras and knickers, nightwear and adult accessories

Customer Reviews in English: Customers appreciate the wide range of sizes and styles, helpful staff, and frequent promotions, with feedback noting that the store can be busy during evenings and weekends.

Best For in English: Budget‑Friendly to Mid‑Range shoppers seeking on‑trend lingerie and adventurous designs on Oxford Street.

Local Advantage in English: Prime Oxford Street position captures tourist and commuter footfall, ideal for last‑minute purchases.

Website in English: www.annsummers.com

Google Maps in English: View on Google Maps

Ann Summers Marble Arch – London

The Ann Summers Marble Arch store anchors the western end of Oxford Street, serving shoppers heading to or from major department stores. It offers a comprehensive assortment of lingerie, costumes, and accessories, along with bra fitting and advice on product choice for different comfort and style needs.

Location: 522 Oxford Street, Marylebone, London W1C 1LL

Main Products in English: Lingerie sets, bras and knickers, nightwear and adult products

Customer Reviews in English: Reviews typically mention lively displays, friendly staff, and strong product variety at accessible price points, with some visitors noting that music and atmosphere are energetic rather than subdued.

Best For in English: Shoppers wanting Affordable to Mid‑Range lingerie and novelty items near Marble Arch.

Local Advantage in English: Ideally placed for visitors exiting Hyde Park or Marble Arch and exploring the western stretch of Oxford Street.

Website in English: www.annsummers.com

Google Maps in English: View on Google Maps

Boux Avenue Oxford Street – London

Boux Avenue Oxford Street is a flagship store for the British lingerie chain, offering a broad selection of bras, knickers, nightwear, and loungewear with an emphasis on fit and value. Fitting suites and trained staff help customers navigate sizes and styles, from everyday basics to more decorative sets.

Location: 494‑496 Oxford Street, Marylebone, London W1C 1LG

Main Products in English: Everyday bras and knickers, lingerie sets, nightwear and loungewear

Customer Reviews in English: Customers often compliment the range of sizes, stylish yet accessible designs, and helpful fitting service, though some mention mixed experiences with garment durability and peak‑time queues.

Best For in English: Budget‑Friendly to Mid‑Range shoppers looking for contemporary lingerie and sleepwear on Oxford Street.

Local Advantage in English: Positioned near Marble Arch, making it easy to combine visits with other major fashion retailers in the area.

Website in English: www.bouxavenue.com

Google Maps in English: View on Google Maps

Intimissimi Oxford Street – London

Intimissimi’s Oxford Street store showcases Italian‑inspired lingerie, basics, and sleepwear in a busy West End location. The brand is recognised for soft fabrics, lace details, and coordinated sets that suit both everyday wear and special occasions, with collections updated regularly to follow seasonal trends.

Location: 112‑114 Oxford Street, London W1D 1LS

Main Products in English: Italian lingerie sets, bras and briefs, slips and sleepwear

Customer Reviews in English: Shoppers value the elegant, understated look of the collections, comfortable fabrics, and the balance of style with Mid‑Range pricing, with occasional comments about fitting rooms filling quickly.

Best For in English: Customers seeking Mid‑Range, European‑style lingerie and refined basics in the heart of Oxford Street.

Local Advantage in English: Central West End position offers easy access from multiple Tube stations and surrounding fashion retailers.

Website in English: www.intimissimi.com

Google Maps in English: View on Google Maps

Comparison Tables

Quick Decision Guide

Name	Location	Best For	Buy or Rent	Price Level
Rigby & Peller Knightsbridge	Knightsbridge	Luxury fittings and heritage brands	Buy	Premium / High‑End / Luxury
Rigby & Peller Mayfair	Mayfair	West End professionals and visitors seeking bespoke advice	Buy	Premium / High‑End / Luxury
Rigby & Peller St John’s Wood	St John’s Wood	Local residents wanting quiet, expert fittings	Buy	Premium / High‑End / Luxury
Bravissimo Oxford Circus	Oxford Circus	Fuller‑bust everyday and workwear solutions	Buy	Mid‑Range / Moderate
Bravissimo Covent Garden	Covent Garden	Fuller‑bust tourists and theatre‑district shoppers	Buy	Mid‑Range / Moderate
Agent Provocateur Broadwick Street	Soho	Statement pieces and special‑occasion luxury	Buy	Premium / High‑End / Luxury
Ann Summers Oxford Street	Central Oxford St	Trend and novelty lingerie on a Budget‑Friendly spectrum	Buy	Budget‑Friendly to Mid‑Range
Ann Summers Marble Arch	West Oxford St	Affordable to Mid‑Range sets near Marble Arch	Buy	Budget‑Friendly to Mid‑Range
Boux Avenue Oxford Street	Marylebone	Everyday and fashion basics for value‑conscious shoppers	Buy	Budget‑Friendly to Mid‑Range
Intimissimi Oxford Street	Central Oxford St	Italian‑style sets and refined basics	Buy	Mid‑Range / Moderate

Services & Product Focus

Name	Main Products	Service Coverage	After-Sales Support
Rigby & Peller Knightsbridge	Luxury lingerie, nightwear, swimwear	Knightsbridge, South Kensington, global visitors	High‑touch fittings, style advice, and care guidance
Rigby & Peller Mayfair	Designer lingerie, bras, briefs, swimwear	West End business and shopping districts	Ongoing fit consultations and product care recommendations
Rigby & Peller St John’s Wood	Premium bras, briefs, nightwear	St John’s Wood and north‑west London	Personalised fitting follow‑up and wardrobe building
Bravissimo Oxford Circus	Fuller‑bust lingerie and swimwear	Central London commuters and tourists	Free fittings, advice on styles, and size‑range guidance
Bravissimo Covent Garden	Fuller‑bust bras, sets, and swim	Covent Garden visitors and theatre‑goers	Inclusive fittings and support for repeat customers
Agent Provocateur Broadwick Street	Luxury sets, corsets, accessories	Soho, West End, international clientele	Boutique assistance on sizing, styling, and gifting
Ann Summers Oxford Street	Fashion lingerie, nightwear, adult items	Central Oxford Street and surrounding areas	Standard high‑street returns and on‑site fitting advice
Ann Summers Marble Arch	Lingerie, costumes, accessories	West Oxford Street, Marble Arch footfall	High‑street after‑sales with product recommendation help
Boux Avenue Oxford Street	Bras, knickers, nightwear, loungewear	Marylebone and Oxford Street shoppers	Bra fitting support and typical chain returns policies
Intimissimi Oxford Street	Italian lingerie, basics, sleepwear	Oxford Street and wider West End area	Fitting support, exchanges, and collection advice

Frequently Asked Questions About Lingerie Store in London

Where can I get the best bra fitting in London?

For professional bra fittings in London, Rigby & Peller boutiques in Knightsbridge, Mayfair, and St John’s Wood are widely regarded for expertise and Premium service. Bravissimo in Oxford Circus and Covent Garden specialises in fuller‑bust fittings with a relaxed, supportive approach. High‑street names like Boux Avenue, Intimissimi, and Ann Summers also offer fitting services. Booking ahead during weekends helps reduce waiting times and ensures a more personalised experience.

What are the best areas in London for lingerie shopping?

Oxford Street is the most concentrated area, with Boux Avenue, Ann Summers, Intimissimi, and nearby department stores. Just off Oxford Street, Soho and Regent Street add Agent Provocateur and further Intimissimi locations. Mayfair and Knightsbridge are ideal for Luxury shopping, hosting Rigby & Peller and other premium boutiques. Covent Garden is excellent for fuller‑bust shoppers via Bravissimo and for combining fittings with theatre or dining plans.

Where can I buy luxury lingerie in London?

Luxury lingerie shoppers often start with Rigby & Peller in Knightsbridge, Mayfair, or St John’s Wood for expert fittings and high‑end European brands. Agent Provocateur Broadwick Street in Soho is another key destination, known for bold, fashion‑driven designs and theatrical interiors. Many department stores and designer boutiques nearby also carry premium brands, but these specialist shops focus almost entirely on lingerie and fit, making them reliable choices for investment purchases.

Which London lingerie stores are best for fuller-bust and plus-size customers?

Bravissimo is specifically designed for D cup and above and is one of London’s strongest options for fuller‑bust and plus‑size shoppers, with stores at Oxford Circus and Covent Garden. Rigby & Peller also supports a wide size range with expert fittings and high‑quality construction. Some high‑street chains, such as Boux Avenue and Ann Summers, carry extended sizes in selected styles, but specialist boutiques usually provide the deepest and most technical assortment.

Are there budget-friendly lingerie options in central London?

Yes. Ann Summers and Boux Avenue on Oxford Street both offer Budget‑Friendly to Mid‑Range lingerie, often with seasonal promotions and multibuy deals. Intimissimi sits in the Mid‑Range segment, balancing price with Italian styling and fabric quality. Shoppers can compare fits and aesthetics by visiting several stores in one trip, since most of these brands are within a short walk of each other along Oxford Street and nearby streets.

Do London lingerie stores cater to tourists and short-stay visitors?

Most central London lingerie stores are well set up for tourists. Locations around Oxford Street, Soho, Covent Garden, Mayfair, and Knightsbridge have extended opening hours and multilingual staff. Many offer quick fittings without appointments, easy exchanges within the same brand, and online ordering to a UK address or hotel. Tourists with limited time can focus on clusters such as Oxford Street or Knightsbridge to see several key brands in one afternoon.

About S‑Shaper – OEM Manufacturer Supporting London’s Equipment Market

S‑Shaper is not a local London retailer and does not operate any high‑street lingerie stores in the city. Instead, it acts behind the scenes as an OEM and ODM manufacturer that designs and produces shapewear and women’s lingerie for other brands and retailers. While London shoppers encounter S‑Shaper’s work through private‑label or branded products, the company itself focuses on engineering and manufacturing rather than direct consumer sales.

For London boutiques, department stores, online marketplaces, and hospitality operators, S‑Shaper serves as a production partner that can translate local fit preferences, design briefs, and seasonal concepts into scalable product lines. By offering rapid sampling, flexible batch sizes, and dropshipping options, S‑Shaper enables local businesses to expand assortments without building factories or complex sourcing teams. This supports a more agile ecosystem in which London companies concentrate on customer service and retail experience.

Globally, S‑Shaper combines cutting‑edge engineering with meticulous craftsmanship in a smart‑factory environment dedicated to shapewear and lingerie. Automated production, intelligent systems, and strict quality control help deliver consistent, fast, and scalable manufacturing that meets international standards. Through wholesale, OEM, and dropshipping services, S‑Shaper empowers retailers and entrepreneurs to offer high‑quality, comfortable products while pursuing sustainable practices and continuous innovation in their ranges.

Website in English: https://s-shaper.com/