NUDEA Lingerie

What NUDEA Lingerie does

Nudea is a UK-based direct-to-consumer women's lingerie and sleepwear brand founded in 2018 by Priya Downes. The company designs, produces and sells an approximately 129-SKU catalogue organized into six capsule collections — Organic Cotton, Stretch, Honeycomb, Sleep, Seersucker and Eco-Luxe — covering band sizes 30–40, cup sizes A–GG, and clothing sizes XS–XXL, with price points ranging from $7 (Fit Tape) to $106 (Maxi Shirt). Distribution is asset-light and exclusively through its own Shopify storefront (nudea.com), with free UK delivery over £70 and paid international shipping to the EU (£10), USA (£10) and Rest of World (£15) via UPS, plus Royal Mail for UK domestic fulfilment. There is no wholesale, marketplace or physical-retail presence disclosed.

The product proposition is anchored by a fit-technology ecosystem: the proprietary Nudea Fit Tape® (a custom double-sided vinyl measuring tool with coloured zoning for band/cup and metallic slider for hands-free measurement), the online Fit Finder Quiz, and complimentary one-to-one virtual bra-fitting appointments with a Nudea bra expert. Underlying the apparel are material innovations including GOTS-certified organic cotton (97% organic cotton, 3% elastane), 84% pre-consumer recycled polyamide microfibre in The Stretch Boss Full Cover Bra, a 51% recycled-nylon lace in the Honeycomb collection, and spacer fabric replacing foam in T-shirt bras. Each product page surfaces cradle-to-grave kg CO2e emissions calculated through a partnership with Vaayu, and the company holds B Corp certification achieved in 2022.

The revenue model is single-channel D2C with unit-priced apparel, multipack bundles, e-gift cards (£10–£100), and a Bra-cycle take-back scheme that exchanges 20% off sitewide for old bras. Marketing is editorial-led, leveraging The Nudea Notes journal, owned social (Instagram, TikTok, Pinterest), a 15% newsletter sign-up incentive, the tiered Comfort Circle loyalty programme, REVIEWS.io integration, and earned-media coverage in Sheerluxe, Marie Claire, Drapers and Wardrobe Icons. The company is privately held, has 1–10 employees, has raised approximately $2.1M across three disclosed rounds (2018 seed, 2021 Cornerstone Partners, 2022 Crowdcube), and announced a 2025 collaboration with French lingerie group Etam Groupe.

Name

NUDEA Lingerie

Legal name

Nudea

Website

https://nudea.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Nudea is a UK-based direct-to-consumer sustainable women's lingerie and sleepwear brand selling GOTS-certified organic cotton and recycled-materials intimates via its own Shopify storefront, anchored by a proprietary fit-technology ecosystem (Nudea Fit Tape®, Fit Finder Quiz, virtual fittings) and serving consumers in the UK, EU, USA and Rest of World.

Ownership category

akta.pro rank

Product category

Women's Lingerie and Sleepwear

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Bras & Bralettes (CRAAAIAA)

akta.pro secondary industry

Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE)

Keywords

• Women's lingerie
• Sustainable underwear
• Bra fitting services
• Organic cotton sleepwear
• Loungewear apparel

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Direct e-commerce product sales: Core revenue from selling bras, briefs, sleepwear and loungewear via own Shopify storefront. Pricing per item (e.g., Organic Cotton Easy Does It Bralette $45, Honeycomb Semi-Demi Bra $60, Stretch Dipped Thong $17, The Short PJ Set $53 sale from $75, Maxi Shirt $106). Free UK shipping threshold £70; international shipping fees apply.
2. E-Gift Cards: Sells digital gift cards in £10, £25, £30, £50, £70, £75 and £100 denominations (from $14.91 / £10 entry-level) redeemable on site.
3. Bra-cycle trade-in discount: Customers recycling old bras via Nudea's Bra-cycle scheme receive 20% off sitewide as a discount on a future purchase — generating incremental sales.
4. Loyalty programme subscriptions & referral revenue: Free 'Comfort Circle' loyalty programme drives repeat purchases via tiered perks (free delivery, sale previews, first-look launches) and a referral scheme offering both parties 15% off. No subscription fee; revenue generated through retained/converted members.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels10 records

Core offering

NUDEA designs, produces and sells women's lingerie, sleepwear and loungewear, including bras, bralettes, briefs, pyjama sets and loungewear pieces across multiple capsule collections (Organic Cotton, Stretch, Honeycomb, Sleep, Seersucker and Eco-Luxe). The brand also sells a proprietary self-measurement accessory (the Nudea Fit Tape®), a Fit Finder Quiz, complimentary virtual bra-fitting appointments, Discovery Kit starter bundles, an E-Gift Card range and a Bra-cycle bra-recycling programme, all sold direct-to-consumer via its own Shopify e-commerce storefront with shipping to the UK, EU, USA and Rest of World.

Product overview

Nudea Lingerie operates a single unified direct-to-consumer brand — "Nudea | Wearable Wellness" — under which multiple product collections are organized as themed capsule ranges rather than separate platforms. The flagship ranges are The Organic Cotton Collection (GOTS-certified cotton bras, briefs, vests and sleepwear), The Stretch Collection (recycled microfibre bras and briefs, including the Go-To T-Shirt Bra and the Boss Full Cover Bra), The Honeycomb Collection (lace bras and briefs supporting the British Beekeepers Association), The Sleep Collection (organic cotton pyjamas and loungewear), the new The Seersucker Collection (crinkled organic cotton sleepwear), and the newest The Eco-Luxe Collection (Cupro and EcoVero™ viscose loungewear). Supporting the apparel range are dedicated fit technologies — the proprietary Nudea Fit Tape® measuring tool, the online Fit Finder Quiz, and one-to-one Virtual Fittings in The Nudea Fitting Room — plus Discovery Kit starter bundles, multipack bundles, accessory socks, an E-Gift Card, and the Bra-cycle bra recycling programme that offers 20% off in exchange for old bras. All collections are unified under one Shopify-hosted storefront with shared product-page carbon footprint displays (calculated by Vaayu), a single Comfort Circle loyalty programme, REVIEWS.io-powered review widgets, and consistent B Corp-aligned sustainability messaging.

Differentiator

Problem solved

Functional benefit

Products and services

• The Organic Cotton Collection GOTS-certified organic cotton range of bras, bralettes, briefs, vests and sleepwear crafted for everyday wear, with styles including the Easy Does It Bralette, Dip Front Bralette, Midi/Mini/Dipped Thong briefs and Boyfriend Boxer multipacks. Made with 97% organic cotton and 3% elastane ribbed jersey.
• The Stretch Collection Ultra-lightweight, buttery soft microfibre range using multi-dimensional stretch for an invisible finish under clothing. Includes the Go-To T-Shirt Bra, the Boss Full Cover Bra (84% recycled polyamide, 16% elastane), Scoop Neck Bralette, Easy Does It Bralette, High Waisted Brief, Mid Rise Bikini and Dipped Thong.
• The Honeycomb Collection Lace range inspired by honeycomb geometry, founded by Priya Downes. Includes the Honeycomb Semi-Demi Bra (wired balconette, cups A–GG across bands 30–40) and the Honeycomb High Leg Brief, made from a 51% recycled nylon / 36% nylon / 13% elastane lace. 5% of every purchase is donated to the British Beekeepers Association.
• The Sleep Collection 100% natural-fabric pyjamas and loungewear with mix-and-match pieces including the Midi Shirt, Maxi Shirt, Tank, Classic Trouser, Classic Boxer, Short PJ Set and Organic Cotton Classic Vest, available in French Navy Stripe, Black, Sky, Rosemary, Cotton White and Mocha colourways.
• The Seersucker Collection Breathable organic cotton sleepwear and loungewear with a signature crinkled seersucker texture. Includes the Seersucker Shirt Dress, Boxy Shirt, Button Cami, Button Trouser and Button Boxer in Mocha Stripe and White colourways.
• The Eco-Luxe Collection Conscious luxury loungewear crafted with Cupro (regenerated cotton by-product) and EcoVero™ viscose (responsibly sourced wood pulp) for a fluid drape and silk-like softness. Pieces include the Strappy Cami, Drawstring Trouser, Drawstring Boxer, Kimono Robe, Maxi Slip Dress and Midi Shirt in Cocoa.
• The Nudea Fit Tape® Bespoke self-measurement tool with coloured zoning for band and cup sizing, a metallic slider for hands-free measurement and durable double-sided vinyl construction. Designed to reduce the carbon impact of ordering/returning multiple sizes; includes a 15% off redemption against the customer's first bra purchase.
• The Nudea Fitting Room (Virtual Fitting) Complimentary one-to-one virtual bra-fitting appointments with Nudea bra experts, in which customers are guided through use of the Fit Tape, fitted bra recommendations by breast shape and current bra-fit troubleshooting.
• Nudea Discovery Kits Starter bundles pairing three best-selling briefs (Thong, Mid Coverage and Full Coverage variants) with the Nudea Fit Tape® to introduce new customers to Nudea's fit system.
• Bra-cycle Recycling Programme Take-back scheme for worn bras (which standard donation centres cannot accept because of more than 30 different component parts), rewarding participants with 20% off a bra purchase sitewide.
• Nudea Multipacks Coveted styles sold as 2- and 3-packs across briefs (Stretch Dipped Thong 3 Pack, Stretch High Waisted Brief 3 Pack) and bralettes (Stretch Scoop Neck 3 Pack, Stretch Easy Does It 3 Pack) at promotional pricing.
• Nudea Socks Organic cotton and alpaca wool socks in single, 2-pack and 3-pack formats, available in Oatmeal, Sage, Black, French Navy and multi-colour bundles.
• Nudea E-Gift Cards Digital gift cards in £10, £25, £30, £50, £70, £75 and £100 denominations (from $14.91 / £10 entry-level) redeemable on the Nudea site.
• The Stretch Boss Full Cover Bra Moulded wired full-cover bra in The Stretch microfibre collection, made with 84% pre-consumer recycled polyamide and 16% elastane. Features antibacterial microfibre, hidden internal sling, multiway adjustable straps (cross-back, halter, overarm) and 4-hook closure.

Quantifiable outcome

• 80% of bra-wearers are wearing the wrong size (industry stat cited by Nudea to position Fit Tape).
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature7 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bravissimo: UK-based lingerie specialist with a strong focus on fuller-bust and small-band sizing, operating both D2C online and physical stores. Directly comparable to Nudea on size-inclusivity leadership, UK heritage, and a sizing-driven customer proposition.
• Thirdlove: US D2C intimates brand built around proprietary fit technology (Half-Cup sizing, Fit Finder quiz, virtual fittings). The closest peer to Nudea on the fit-tech plus direct-to-consumer model, though at materially larger scale.
• True & Co: US D2C lingerie brand using a fit quiz and body-shape data to recommend bras and underwear online. Comparable to Nudea on the data-driven, quiz-led fitting approach and D2C-first distribution model.
• Pour Moi: UK D2C lingerie brand offering style-led everyday and fuller-bust bras with frequent promotional cadence. Comparable to Nudea as a UK-headquartered, primarily online intimates brand targeting similar price points.
• CUUP: US D2C lingerie brand selling minimalist, direct-fit bras and underwear online. Comparable to Nudea on a design-led, sustainability-aware, D2C-first approach with emphasis on inclusive sizing and modern brand aesthetics.
• Negative Underwear: US D2C intimates brand focused on minimalist, comfortable, sustainable everyday basics. Closely comparable to Nudea's Organic Cotton and Stretch collections in positioning, materials philosophy, and target customer.
• Cosabella: Italian-founded, US-headquartered lingerie and loungewear brand with a strong sustainability and lace-design heritage. Comparable to Nudea on lace innovation (Honeycomb vs Cosabella's signature laces) and the move into eco materials.
• Lively: US D2C intimates and activewear brand selling bras, bralettes and underwear direct online. Comparable to Nudea on the digitally-native, community-led approach and everyday-comfort product positioning.

Broad incumbents

• Etam: French lingerie group and Nudea's announced 2025 collaboration partner. Operates broad multi-brand lingerie, loungewear, and sleepwear retail across Europe and beyond — a strategic counterparty and broad incumbent rather than a direct niche competitor.

Emerging players

• Boody: Australia-origin sustainable basics brand selling organic bamboo underwear, socks and essentials via D2C. Comparable to Nudea as a sustainable-materials-led basics brand overlapping in socks, briefs, and organic essentials categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=Kb5jYZ4x4T4
• Instagraminstagram.com/nudea.underwear
• Pinterestuk.pinterest.com/nudeaunderwear
• TikToktiktok.com/@nu_dea
• Xx.com/NudeaLingerie

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NUDEA Lingerie