Launching a lingerie label is more accessible than it was five years ago. A private label lingerie manufacturer can now produce 100 to 300 pieces per style, put your name on the label and packaging, and ship to your door. What has not changed is the sequence: brands that follow a clear development process launch on time, and brands that skip steps spend their budget on samples they cannot sell.
This guide is the process we use with new brands at our factory in Guangdong, China, from the first enquiry to the first shipment.
Step 1: Define The Brand And Product Range
Before you contact a manufacturer, decide three things:
- Who you are selling to — age, body type, price sensitivity and the occasion the bra is for
- Where you are selling — your own website, marketplaces, wholesale to shops, or a mix
- What your starting range is — most new brands do well with six to eight styles rather than one hero piece or thirty SKUs
A common mistake is starting with too many styles and too few sizes. A tight range in a full size run sells better and costs less to produce than a wide range with gaps.
Step 2: Choose OEM Or ODM
The two models are different, and the choice affects cost, time and how much design work you need to do.
| Model | How It Works | Best For |
|---|---|---|
| OEM | You bring the design or tech pack; the factory produces it under your brand | Brands with a clear design direction |
| ODM | You choose from the factory’s developed styles and customize fabric, colour and branding | First-time brands and fast launches |
| Private label | Stock styles with your label, hang tag and packaging | Testing the market with low MOQ |
Many brands start with private label or ODM to test the market, then move to OEM once they know which shapes sell.
Step 3: Build A Clear Tech Pack
A tech pack is the document that tells the factory exactly what to make. It does not need to be professional software output, but it should include:
- Style name and reference number
- Front, back and side sketches or clear reference photos
- Fabric and lace specifications, with swatches if possible
- Colour references, ideally Pantone numbers
- Size range and measurement chart
- Construction details: cup type, wire or wireless, strap type, hook count
- Label, hang tag and packaging requirements
- Target quantity and target price
The more precise the brief, the fewer sample rounds you need. A vague brief usually leads to three or four revisions, which costs more than the time saved upfront.
Step 4: Sample And Approve Before You Scale
Custom samples typically take 7 to 10 days. When the sample arrives, check it on a real body if possible, not only on a mannequin. Confirm:
- Cup shape and coverage
- Underband and strap comfort
- Measurements against your size chart
- Colour against the approved swatch
- Stitching, finishing and hardware quality
Approve the sample in writing, with any changes listed. This document becomes the reference for bulk production and for quality inspection.
Step 5: Sort Out Labels And Packaging
Your brand lives in the details customers touch. At minimum you will need a woven or printed main label, a care label, a hang tag and a polybag. Many brands also add a branded box, tissue paper, sticker or insert card.
Plan packaging early. It affects production time and shipping volume, and it is much cheaper to order together with the first production run than to add later.
Step 6: Bulk Production And Quality Control
Bulk production usually takes 15 to 30 days after sample approval. During production, ask for progress photos at the cutting, sewing and packing stages. Before shipment, request the final inspection report and, for larger orders, consider a third-party inspection.
Our own process includes fabric inspection, in-line inspection, final inspection and packing inspection. You can read the details in our quality control guide.
Step 7: Choose Shipping And Launch
For a first order, air express is usually the right choice: it is more expensive per kilogram but faster and simpler. Sea freight becomes economical once your order volume is large enough to fill a carton range or a container.
Build a buffer into your launch date. Customs clearance, label printing and last-minute packaging changes are the usual causes of delay, not sewing.
What It Costs To Start A Lingerie Brand
Costs vary by style and fabric, but the structure is predictable:
- Samples: usually charged per style; our custom samples take 7 to 10 days and the fee is confirmed before sampling
- MOQ: 100 to 300 pieces per style for custom production; stock styles start from 3 pieces
- Labels and packaging: charged per piece, with a minimum print run
- Production: quoted per style based on fabric, construction and quantity
- Shipping: quoted by weight, volume and destination
A first collection of six styles at 100 pieces each is a realistic starting point for a small brand. It is better to sell out of six styles than to discount thirty.
Common Mistakes New Brands Make
- Ordering too many styles before testing demand
- Choosing fabric on price alone, then facing returns
- Skipping the written sample approval
- Leaving packaging to the last minute
- Underestimating shipping and duty costs
- Choosing a supplier who cannot show the factory
Frequently Asked Questions
What is the minimum order for a private label lingerie brand?
For stock styles, MOQ can be as low as 3 pieces. For custom OEM and ODM styles, 100 to 300 pieces per style per colour is typical.
How long does it take to launch a lingerie brand?
With an existing factory style and private label branding, a first order can ship in three to five weeks. A fully custom collection with new patterns and packaging usually takes eight to twelve weeks from brief to delivery.
Do I need my own designs to start?
No. ODM and private label models let you start from existing styles and customize fabric, colour, labels and packaging. You can move to fully custom designs once you have sales data.
Can you help with labels and packaging?
Yes. We can produce woven labels, care labels, hang tags, polybags, boxes and insert cards with your branding, and we check them against your approval before packing.
If you are planning a launch, send us your idea, reference photos or tech pack and we will tell you what is realistic for your budget and timeline. Request a quote or learn more about our OEM and ODM service.