Trends · data through September 2026

Underwear & Socks in the United States

Iceflower tracks 1,774 stores from 284 underwear & socks in the United States. La Vie en Rose grew fastest over the last year, ahead of Bra Genie and Honey Birdette.

Rankings come from real card and bank transactions across a panel of 130M+ US and EU consumers. We publish relative growth and rankings, never revenue figures. About the data

Tracked chains
284
Tracked stores
1,774
Consumer panel
130M+

Growth ranking

Fastest-growing tracked underwear & socks

Ranked by year-over-year growth of share of tracked local spend. Arrows show movement in the rankings since last year. Each dot in the chart is one tracked chain: bigger market position to the right, faster growth higher up, more tracked stores in a bigger dot. Colors match the store map below. La Vie en Rose and Bra Genie sit in the high-growth half.

# Chain YoY growth
RankChainRank movementYoY growth
1 L La Vie en Rose ▲5 +18.9%
2 B Bra Genie - +12.9%
3 H Honey Birdette logo Honey Birdette ▲2 +12.1%
4 C Calzedonia logo Calzedonia ▲1 +8.0%
5 T Tender Moments - +6.3%
6 T The Mistress ▲1 +5.9%
7 V Victoria's Secret logo Victoria's Secret - +4.0%
8 E Excitement Adult Superstores ▲2 +3.9%
9 R Risque Moments ▲1 -4.3%
10 L LACE by louise - -4.5%
11 J Jenette Bras ▲1 -5.0%
12 S Sock Harbor logo Sock Harbor ▲1 -7.5%
13 C Cupids Lingerie ▲1 -7.7%
14 L Lovebound ▲1 -8.2%
15 D Dusty's - -8.6%
  • Victoria's Secret
  • Soma Intimates
  • Jockey
  • Intimissimi
  • Risque Moments
  • Calzedonia
  • Groove
  • Other tracked chains

Store footprint

Store map

1,774 tracked store locations in the United States. The 7 largest tracked chains are highlighted.

  • Victoria's Secret (883)
  • Soma Intimates (284)
  • Jockey (76)
  • Intimissimi (36)
  • Risque Moments (4)
  • Calzedonia (17)
  • Groove (2)
  • Other tracked chains

Top tracked chains by store count

  • 1 V Victoria's Secret logo Victoria's Secret 883
  • 2 S Soma Intimates logo Soma Intimates 284
  • 3 H Hanesbrands logo Hanesbrands 114
  • 4 J Jockey logo Jockey 76
  • 5 I Intimissimi logo Intimissimi 36
  • 6 C Calzedonia logo Calzedonia 17
  • 7 S Sock Harbor logo Sock Harbor 7
  • 8 C Cupids Lingerie 6
  • 9 I Intimate Ideas logo Intimate Ideas 5
  • 10 L La Vie en Rose 5
  • 11 E Eberjey logo Eberjey 4
  • 12 H Honey Birdette logo Honey Birdette 4
  • 13 J Jenette Bras 4
  • 14 L Lovebound 4
  • 15 T The Love Shack 4
  • 16 D Dusty's 4
  • 17 E Excitement Adult Superstores 4
  • 18 R Risque Moments 4
  • 19 T Tender Moments 3
  • 20 B Bra Genie 3
  • 21 T The Mistress 3
  • 22 L Lucy's Love Shop 3
  • 23 S Sassy Sensations 3
  • 24 P Pure Bliss 3
  • 25 C Cupid's Closet 3
  • 26 F Frederick's of Hollywood logo Frederick's of Hollywood 3
  • 27 L LACE by louise 3
  • 28 L Lace Silhouettes Lingerie 3
  • 29 B Bonne Nuit 2
  • 30 F Fantasies 2
  • 31 C Cheeks 2
  • 32 T The Pink Boxxe 2
  • 33 E Emerald Fantaseas 2
  • 34 T The Pencil Test 2
  • 35 R Romance Boutique Secrets 2
  • 36 N Night Secrets 2
  • 37 L Le Rouge 2
  • 38 N Nancy's Nook 2
  • 39 B Busted Bra Shop 2
  • 40 K Karnation Intimate Apparel 2
  • 41 R Revelation in Fit 2
  • 42 T The Gift Spot 2
  • 43 H Hubba Hubba 2
  • 44 P Petticoat Fair 2
  • 45 G Groove 2
  • 46 J Journelle logo Journelle 2
  • 47 N Nice & Naughty logo Nice & Naughty 2
  • 48 E Eros Video 2
  • 49 O Only Hearts 2
  • 50 L LiliBea's 1

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