The Q1 2026 benchmarking report for UK lingerie brands has just been published. Learn how the top 12 UK lingerie brands perform across the digital space.

The latest Q1 2026 benchmarking report for UK lingerie brands has just been published.  It covers the 12 largest national lingerie brands, including Curvy Kate, Bravissimo, Bra Stop, Triumph, Belle Lingerie, Victoria’s Secret, Panache, Lounge, La Senza, Bluebella, Pour Moi, and Boux Avenue.

The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other lingerie brands to win brand exposure, drive online views, and secure new orders. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q1 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q1 2026 WINNERS LEADERBOARD

For a glance into just six of the metrics we evaluated these top 12 lingerie brands on, check out our quick-look table below;

Continue reading for further detail on this quarter's best and poorest-performing UK lingerie brands or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing and Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from £30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q1 2026, the average monthly budget wastage across these UK lingerie brands was £3,505, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £12 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Boux Avenue reported the lowest monthly cost-per-click (CPC) at £0, and La Senza has the highest at £85.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Triumph has the lowest estimate monthly ad spend at £151, and Victoria’s Secret has the highest at £159,000.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance.  For lingerie brands, having an easy-to-navigate site is essential for consumers researching retailers, and particular care should be taken of the pathways to key pages, such as best sellers, offers on particular product lines, and even FAQs regarding delivery and returns.

In our previous audit, Bravissimo received the most 404 errors (35). This quarter, Bravissimo has reduced their 404 errors to 15, no longer making them the brand to watch. Currently, the brand with the most 404 errors is Curvy Kate (56). Ongoing monitoring and reporting are essential for keeping 404 errors under control. Regular reviews ensure that problems don’t accumulate over time. A proactive approach helps maintain a smooth user experience and supports long-term SEO performance. 

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load will see a significant improvement on your overall conversion rates. With mobile browsers accounting for 72.9% of all e-commerce sales in 2021, lingerie brands (along with other e-commerce sectors) need to be prioritising their mobile site in terms of site speed and experience. 

In our last audit, Curvy Kate received the slowest mobile site speed (3). This quarter, Curvy Kate has increased their mobile site speed to 28 — demonstrating progress. Currently, the mobile site speed ranges between 43 and 3, with Boux Avenue reporting the lowest score. When a page takes too long to load on a mobile device, users often assume the website is unreliable or poorly maintained. Mobile users are typically on the move and expect information to be available quickly. A slow-loading site can cause frustration before users even engage with the content.

Building Competitive Advantage with Domain Authority

Domain authority (DA) is an essential metric for measuring the effectiveness of SEO performance and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Lingerie brands should be continually pushing to improve their DA, they can do this by sharing their variety of lingerie products and offers, and by collaborating with fashion publications and bloggers that fit within their niche

A ‘good’ DA really comes down to how your competitors are performing, however, it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our last audit, Belle Lingerie reported the lowest DA score (44). This quarter, Belle Lingerie remains the brand with the lowest DA, and they’ve since decreased their score to 38. Websites with a strong domain authority are more likely to earn backlinks naturally. Other sites tend to link to domains they trust, creating a positive cycle where quality links further strengthen authority. Over time, this reinforces the website’s position within its industry or niche.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for core, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Luxury items and treats such as lingerie are likely to see reduced levels of interest from consumers in the cost of living crisis, so lingerie brands should be looking at which keywords have the highest conversion opportunity, in order to make the most of a limited pool of potential customers.

Four brands reported a drop in organic traffic on desktop, with Panache receiving the biggest loss (-55%). On mobile, 5 brands received a drop in organic traffic, with Belle Lingerie reporting the biggest drop (-52%). Brands should monitor performance using analytics and search data to refine their strategies. Understanding how users behave on desktop versus mobile allows brands to optimise layouts, content, and keywords accordingly. Continuous analysis and improvement help maintain steady organic traffic growth over time.

Universal Search Opportunity

Google Universal Search Results are an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a site can appear for universal search results without being strong in standard rankings. Lingerie brands should be utilising all universal search features as potential customers will be interested to see how previous customers have found their experience via 'reviews', 'FAQs' and 'people also ask' questions. 'Image' is a particularly useful Universal Search feature for any brand within the fashion industry, providing the opportunity for customers to see products before visiting the site.

Pour Moi continues to secure the most Universal Search appearances (9,338) — an increase from 8,139 previously. The majority of their appearances came from ‘images’ (7,900).

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for new search terms as they enter Google’s index. There are many longtail keyword options lingerie brands could be using such as ‘matching blue underwear set’, ‘lingerie sales UK’, or even 'buy trending swimwear 2023' or 'matching Christmas pyjamas' to capitalise on future seasonal terms.

Victoria’s Secret continues to secure the most longtail keyword appearances for position 3 (3,625) — a decrease from 5,049 previously. Pour Moi continues to secure the most appearances for positions 4–10 (4,341) — a decrease from 4,447 previously. One major advantage of longtail keywords is reduced competition. Unlike broad, high-volume keywords, longtail terms are often less contested, making it easier for websites to rank higher in search results. This is particularly valuable for smaller brands or newer websites looking to build visibility.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. For UK lingerie brands, Facebook ads are an opportunity to ensure customers see product launches, sales, and customer reviews.

We’ve included screenshots of Bluebella’s sponsored Facebook posts. This UK lingerie brand utilised striking imagery to attract social media users’ attention.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'evergreen' if it has maintained its relevancy to an audience for a long period of time. It's great for your engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Social media could be especially useful for sharing information about different lingerie styles and special offers, and on-site blogs provide a great opportunity to share the latest seasonal trends.

Victoria’s Secret secured the most Facebook Likes (30,300,00), and Lounge secured the most Instagram followers (3.7m). Facebook was the most popular social media platforms of all brands. Curvy Kate received the highest total engagement rate (14,951) and the highest average engagement (271).

Website Readability & Accessibility

About 20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest and they turn to other lingerie brands. We've noted that many brands use pink as a primary brand colour - while bright, hot pinks provide an effective contrast on a white background, paler shades may be harder to read.

In our previous report, La Senza flagged the most accessibility alerts (597). This quarter, La Senza remains the brand with the most accessibility alerts, and they’ve since increased their total to 988. Accessibility alerts can expose websites to reputational risk, particularly if users publicly share negative experiences. Social media and reviews make it easy for audiences to highlight poor accessibility. When these issues are visible to others, they can quickly harm brand image. Potential visitors may form a negative impression before even visiting the site. 

GET THE FULL 70-PAGE Q1 2026 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.