Kat the Label
Kat the Label is an Australian boutique lingerie and sleepwear label, founded in 2015 and based in Melbourne, that designs premium lace intimates, robes, slips, swimwear, and a bridal collection for women, selling direct-to-consumer via regional Shopify storefronts in Australia, the US, and UK/EU.
- Company typePrivate
- Founded2015
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Kat the Label does
Kat the Label is an Australian boutique lingerie and sleepwear label founded in 2015 and headquartered in Armadale, Melbourne. The company designs and sells premium intimate apparel — lingerie sets (underwire and bralette), sleepwear sets, robes, slips, nightgowns, accessories (garters, tights, veils, sleep masks, slippers), a swimwear range, and a dedicated bridal collection — directly to consumers through its own Shopify-based e-commerce platform and a physical flagship store in Melbourne offering bra fittings and private bridal appointments. Pricing spans approximately $20 for accessories to $210 for comprehensive sleep sets, with a mix-and-match architecture that lets customers choose separate bra and underwear sizes within sets and a custom embroidery personalization service for monogramming.
The business operates three localized e-commerce storefronts — Australia (katthelabel.com), the United States (us.katthelabel.com, fulfilled from a Los Angeles warehouse), and the United Kingdom/Europe (uk.katthelabel.com, fulfilled from a London warehouse) — and ships internationally to New Zealand, Asia Pacific, Canada, Singapore, and Japan via Australia Post, DHL, and NZ Post. The technology stack is a standard Shopify storefront with mainstream payment integrations (Shop Pay, Apple Pay, Google Pay, PayPal, Visa, Mastercard, Amex, Bancontact, iDEAL, Union Pay) and Giftnote-powered gift messaging. Customer acquisition leans on Instagram, TikTok, Pinterest, email, and influencer collaborations; retention is driven by the Sunday Society loyalty program with VIP access and a refer-a-friend mechanic.
Kat the Label targets women seeking premium, feminine intimates and sleepwear for everyday, bridal, and gifting occasions, with a stated size range from XS to 3X. The brand has built visibility through features in Vogue, Elle, WWD, Who What Wear, Broadsheet, and POOSH, and operates signature collections (Downtown, Copacabana, Runaway Bride, Rendezvous) alongside a licensed Marilyn Monroe x KTL collaboration and capsule collections with designers and influencers. The company is privately held, has no disclosed external funding, and reports a headcount in the 11-50 range.
Kat the Label firmographics
Firmographics- Name
- Kat the Label
- Legal name
- Kat the Label
- Website
- https://katthelabel.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kat the Label is an Australian boutique lingerie and sleepwear label, founded in 2015 and based in Melbourne, that designs premium lace intimates, robes, slips, swimwear, and a bridal collection for women, selling direct-to-consumer via regional Shopify storefronts in Australia, the US, and UK/EU.
- Ownership category
- akta.pro rank
Kat the Label industry classification
Industry- Product category
- Women's Lingerie & Sleepwear
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
- akta.pro secondary industries
- Intimates, Lingerie & Sleepwear Retail (CRAAABAF), Luxury Intimates, Loungewear & Sleepwear (CRAAAFAJ)
Keywords
Where Kat the Label is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Kat the Label business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time product sales through e-commerce website and physical retail store. Products include lingerie sets, sleepwear, robes, accessories, and bridal wear sold at fixed retail prices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual underwear and accessories |
| Unit Pricing | Pay-as-you-go | Lingerie and sleepwear separates |
| Unit Pricing | Pay-as-you-go | Complete sets (lingerie and sleep sets) |
| Unit Pricing | Pay-as-you-go | Bridal collection |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Kat the Label product offering
Product offeringCore offering
Kat the Label is a Melbourne-based boutique lingerie and sleepwear brand that designs, manufactures, and sells premium lace lingerie sets, sleepwear sets, robes, slips, accessories, and a dedicated bridal collection directly to consumers. Products are sold through the brand's own regional e-commerce websites (Australia, US, UK/EU) and a flagship physical store in Armadale, Melbourne, with a custom embroidery personalization service available across selected pieces.
Product overview
Kat the Label is an Australian boutique lingerie and sleepwear brand based in Melbourne, offering a unified portfolio of luxury intimate apparel through their e-commerce platform with regional sites for the US, UK, and EU markets. Their core product line centers on lace lingerie sets (including underwire and bralette styles), sleepwear sets (camisoles, shorts, pants, shirts), robes, and silk slips/nighties, complemented by accessories (garters, tights, veils, sleep masks, slippers), custom embroidery personalization, and a dedicated bridal collection. The brand operates the Sunday Society loyalty program and maintains a flagship store in Armadale, VIC with bra fitting and bridal suite services. Product architecture follows a mix-and-match approach allowing customers to select separate bra and underwear sizes within sets, with signature collections including Downtown, Copacabana, Marilyn Monroe x KTL collaboration, and seasonal releases across various colorways and fabrications including lace, satin, and embroidery.
Differentiator
Problem solved
Functional benefit
Products and services
- Lingerie Sets Matching lace lingerie sets combining sophisticated style with comfort, including underwire and bralette styles with decorative embroidery and satin trimmings, sold to individual female consumers.
- Robes Luxury lace and silk robes available in maxi, midi, and standard lengths, designed as elegant layering pieces for sleepwear or bridal wear for individual female customers.
- Slips & Nighties Silky satin slip dresses and night gowns with adjustable shoulder straps, designed to accentuate curves and provide versatile styling options for bedroom or outerwear for individual consumers.
- Sleepwear Sets Romantic lace and satin pajama sets including camisoles, shorts, pants, and shirts designed with timeless elegance for sleep and lounge wear for individual consumers.
- Accessories Complimentary lingerie accessories including garter belts, thigh-high tights, veils, sleep masks, headbands, and slippers to complete lingerie and sleepwear outfits for individual consumers.
- Custom Embroidery Personalized embroidery service allowing customers to add custom monograms or text to selected lingerie, sleepwear, and robe pieces, supporting gifting and self-expression.
- Bridal Collection Dedicated wedding and bridal lingerie range featuring white and ivory pieces including bridal lingerie sets, sleep sets, slips, robes, and accessories designed for the wedding day and honeymoon.
- Downtown Collection Signature collection featuring the iconic Downtown aesthetic with lace detailing, offering underwire sets, bralettes, robes, slips, and accessories.
- Copacabana Collection Seasonal collection inspired by beach and resort aesthetics, offering lingerie and sleepwear pieces in colors and styles suited for vacation and leisure wear.
- Marilyn Monroe x KTL Collaboration Licensed collaboration collection featuring Marilyn Monroe-inspired lingerie and sleepwear designs with vintage Hollywood glamour aesthetic, including corsets, skirts, and slips.
- Gift Cards Digital gift vouchers available in variable amounts, powered by Giftnote platform enabling scheduled delivery and personalized gift messages for individual gift purchasers.
- Swimwear Swimwear collection featuring lingerie-inspired swim designs with lace detailing, offering coordinated bikini and one-piece styles.
- Melbourne Flagship Store Physical retail location in Armadale, VIC offering bra fitting services, private bridal suite appointments, and in-store shopping experience for individual customers.
Companies that use Kat the Label
Customer profileSegments3 records
Ideal customer profiles3 records
Kat the Label technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature1 record
Kat the Label partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Marilyn MonroecoreOfficial licensed collaboration featuring Marilyn Monroe branding on lingerie and sleepwear collection. Products include corsets, skirts, and slips in the Marilyn Monroe x KTL collection.
- National Breast Cancer FoundationminorCharitable partnership supporting breast cancer awareness initiatives. Includes fundraising and awareness campaigns.
- Endometriosis AustraliaminorCharitable partnership supporting endometriosis awareness and research efforts.
- Jacquie AlexanderminorCollaboration with designer Jacquie Alexander for limited edition lingerie pieces.
- Hanna SchönbergminorDesigner collaboration featuring Hanna Schönberg's aesthetic in Kat the Label products.
- Alyssa LynchminorCollaboration with influencer/designer Alyssa Lynch on exclusive lingerie collection.
- Nikki WestcottminorDesigner collaboration with Nikki Westcott for exclusive capsule collection.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Kat the Label competitors and assessment
Company assessmentBroad incumbents
- La Perla: Italian luxury lingerie and loungewear maison with deep heritage. Comparable on luxury intimates, loungewear, and bridal assortment, though positioned at the very top of the price ladder with global flagship retail.
- Agent Provocateur: Established UK-based luxury lingerie house with flagship retail and global wholesale. Comparable on premium intimates positioning and brand-led marketing, though operates at much larger scale and broader portfolio.
- Savage X Fenty: Large-scale D2C lingerie and loungewear brand with massive media reach and venture backing. Comparable on product category and direct-to-consumer model, but operates at materially larger scale with broader assortment and aggressive pricing.
Direct peers
- Cosabella: Italian-inspired luxury lingerie, sleepwear, and hosiery brand with lace-led design heritage and global wholesale plus D2C distribution. Comparable on product portfolio breadth (lingerie/sleepwear/accessories) and premium positioning.
- Honeydew Intimates: US-based boutique D2C lingerie brand targeting young women with lace and bralette sets at comparable price points. Closely comparable business model: direct-to-consumer e-commerce, social-first marketing, mix-and-match sizing, and signature aesthetic-driven collections.
- Fleur du Mal: New York-based luxury lingerie and ready-to-wear brand sold through D2C and selective wholesale. Comparable on premium price positioning, fashion-editorial aesthetic, and bridal/intimate apparel assortment.
- Lonely Lingerie: New Zealand-based boutique lingerie and sleepwear brand with a luxury positioning, lace-led design language, and international D2C presence. Closely comparable on brand DNA, geographic origin (APAC), and price/quality tier.
- Negative Underwear: D2C intimates brand focused on fit, comfort, and refined design at premium-but-attainable prices. Comparable on direct-to-consumer model, intimate apparel focus, and emphasis on fit/sizing solutions.
- Hanky Panky: US-based premium lingerie brand best known for signature lace thongs and bralettes, with strong D2C and department-store wholesale. Comparable on lace-driven design identity and premium lingerie positioning.
Regional players
- Bendon: Leading Australasian lingerie brand with multi-brand portfolio (Bendon, Heidi Klum Intimates, Pleasure State). Comparable on category and Australasian distribution, though operates across mass-market and premium tiers and competes for the same Australian consumer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Kat the Label social profiles
Digital presenceKat the Label financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kat the Label leadership team
Management profileNumber of profiles
Kat the Label funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kat the Label M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kat the Label
What does Kat the Label do?
Kat the Label is a Melbourne-based boutique lingerie and sleepwear brand that designs, manufactures, and sells premium lace lingerie sets, sleepwear sets, robes, slips, accessories, and a dedicated bridal collection directly to consumers. Products are sold through the brand's own regional e-commerce websites (Australia, US, UK/EU) and a flagship physical store in Armadale, Melbourne, with a custom embroidery personalization service available across selected pieces.
Is Kat the Label a public or private company?
Kat the Label is a private company. It is classified as unknown and is currently operating.
When was Kat the Label founded?
Kat the Label was founded in 2015. It employs 11 to 50 people.
Where is Kat the Label based?
Kat the Label is headquartered in Melbourne, Australia, in the Oceania region.
How does Kat the Label make money?
One revenue line is on record: direct Product Sales.
Who are Kat the Label's main competitors?
Broad incumbents on record are La Perla, Agent Provocateur and Savage X Fenty. Direct peers are Cosabella, Honeydew Intimates, Fleur du Mal, Lonely Lingerie, Negative Underwear and Hanky Panky. Bendon is listed as a regional player.
Does Kat the Label have an API?
No public API is recorded for Kat the Label.
What industry is Kat the Label in?
Kat the Label's product category is Women's Lingerie & Sleepwear. Its primary akta.pro industry code is CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands, with a secondary code of CRAAABAF, Intimates, Lingerie & Sleepwear Retail. Its NAICS code is 45811 and its SIC code is 2340.