Launching a lingerie business requires upfront investment in inventory, branding, and compliance—but you don't need a fortune to get started. Most lingerie entrepreneurs report first-year startup costs between $5,000 and $25,000, depending on whether you're launching online-only, brick-and-mortar, or a hybrid model. Understanding where your money goes helps you allocate resources strategically and avoid costly mistakes.
Inventory and Product Sourcing
Your biggest expense will almost certainly be initial stock. Lingerie sits at the intersection of fashion and intimacy, meaning customers expect quality materials and a range of sizes and styles.
For wholesale sourcing, expect to spend $2,000–$8,000 on your first batch. Most suppliers require minimum order quantities (MOQs) of 50–100 units per style. A typical bra costs $8–$15 wholesale if ordering internationally; domestically, expect $12–$20. Boutique pieces or premium fabrics push costs higher.
Key sourcing decisions:
- Domestic vs. international suppliers – Domestic costs more upfront but reduces shipping delays and quality control headaches
- Private label vs. white-label – Private label (custom design) runs $20–$50 per unit at MOQs of 300+; white-label (existing designs) starts at lower MOQs and costs
- Size range inventory – Stocking XS–XXL plus band sizes 30–40 multiplies your SKUs; decide which sizes drive your market first
- Seasonal collection cycles – Plan 2–4 collection refreshes annually; budget $500–$1,500 per refresh cycle
Licensing, Legal, and Compliance
Lingerie has unique regulatory touchpoints. You'll need a business license ($50–$500 depending on location), an EIN from the IRS (free), and liability insurance ($300–$800 annually). Some states require specific permits for clothing manufacturing or importing.
If you're importing from overseas, budget for customs broker fees ($100–$300 per shipment) and tariff costs, which can add 10–25% to your product cost depending on origin and materials.
Trademarking a brand name runs $300–$1,000 per trademark application. Given how visual lingerie branding is, you may also want design patent protection ($200–$400).
Website and Digital Infrastructure
A functional e-commerce platform is non-negotiable. Shopify plans start at $29/month but realistic spending for a lingerie store runs $50–$200/month once you add theme customization, sizing apps, and security features.
Sizing is critical in lingerie—invest in a detailed size guide ($200–$500 to develop with a fit specialist), size recommendation apps ($50–$300/month), and easy returns communication on your site.
Domain registration, SSL certificate, and email hosting add another $100–$300 annually. Professional product photography of lingerie typically costs $500–$2,000 for a basic shoot; if you're shooting multiple colors and styles, expect $2,000–$5,000.
Branding and Marketing
Professional logo and brand identity design runs $300–$1,500. Given that lingerie is deeply personal, your visual branding sets you apart.
Initial marketing budget should be 10–20% of your first-year costs. That means $500–$5,000 for your first 90 days across:
- Social media ads (especially Instagram and TikTok): $300–$2,000
- Email marketing platform setup and first campaigns: $50–$200
- Influencer seeding or brand ambassador programs: $200–$1,500
Building credibility in lingerie also means generating customer reviews and user-generated content early. Plan to offer a small discount or free shipping on first orders to drive initial reviews.
Additional Startup Considerations
Packaging and fulfillment – Branded tissue paper, boxes, and tissue cost $0.50–$2 per order. USPS Priority Mail for a single bra averages $5–$8; factor this into your shipping strategy.
Payment processing – Stripe or Square charges 2.9% + $0.30 per transaction. Lingerie has higher chargeback rates than some categories, so monitor this closely.
Staffing – If launching solo, you'll handle everything initially. As you scale, a part-time customer service person ($1,500–$2,500/month) becomes essential for fit questions and returns.
Listing your products on Mercoly connects you directly with customers actively searching for intimate apparel, giving you immediate visibility and lead-generation capability without building all audience from scratch.
Frequently Asked Questions
Q: How much inventory should I order for a first launch? Start with 100–200 units across 4–6 core styles in popular sizes (32B–38C bra range, S–M bottom sizes). This keeps cash tied up manageable while giving customers enough variety to find what they like.
Q: Do I need manufacturer's liability insurance for lingerie? Yes—lingerie touches sensitive skin, and returns/complaints are common. General liability insurance ($300–$800/year) is essential; some carriers specialize in apparel and may offer better rates.
Q: What's the best way to handle returns for lingerie? Offer a 30-day return window; many customers need to try multiple sizes. Clearly state whether returns are final sale for hygiene reasons, and consider store credit exchanges as a cost-effective alternative to refunds.
Start mapping your startup budget today, and reach out to Mercoly to amplify your reach as soon as you launch.