Chinese lingerie and intimates brand Aimer will open its first Australian flagship store in late November 2025 at Westfield Sydney on Pitt Street Mall, one of the country’s most prestigious CBD retail destinations anchored by international luxury brands.
(source: Aimer Australia instagram)
Founded in Beijing in the late 1980s and known for its early innovation in flexible memory-alloy bra rims, Aimer has grown from a small converted factory into one of China’s leading premium intimates labels. Its parent company, Aimer Co., Ltd. (603511), reported USD 488 million in revenue in 2023 with a 66.28% gross profit margin, underscoring its strong position in the Asia–Pacific apparel sector.
The Sydney store will offer Aimer’s full line of women’s lingerie, loungewear and men’s underwear and sleepwear—marking a strategic entry into Australia’s intimates market, estimated at over AUD 3 billion, where comfort-driven “second-skin” designs and technical fabrics are gaining traction.
Aimer enters an Australian intimates market that is highly consolidated. HanesBrands, the American multinational, owns several of the country’s best-known underwear labels — including Bonds, Berlei, Rio, Jockey, Voodoo and the formerly local Bras N Things — as well as Maidenform, Aimer’s long-standing competitor in the Chinese market.
Competition is also intensifying online. In September, Victoria’s Secret launched a dedicated Australian e-commerce store, adding further pressure in the mid-to-premium segment.
Aimer has also expanded its global footprint through digital channels. After rebuilding its direct-to-consumer platform in 2023, the brand saw a 57% increase in conversion rates and a 105% rise in traffic in the first month. It has since rolled out 53 country-specific sites, enabling more efficient multi-currency and multi-language operations to support its growing international customer base.