What MagicFit does

MagicFit is an Australian direct-to-consumer e-commerce retailer specializing in body-shaping compression garments, headquartered at Norwest Business Park in Sydney and operated by parent entity SilverStone Limited. The company sells through its own online storefront at magicfit.com, offering more than 100 SKUs organized across core categories: waist trainers (in latex and spandex with configurable 4, 9, 14, 25, and 26 spiral steel-bone options), tummy flattening bodysuits and shorts, activewear leggings, steel-boned corsets, men's shapewear, medical-grade surgical recovery compression (Stage 1 and Stage 2 anti-bacterial), and pregnancy/postpartum recovery garments. Product pricing spans AUD $34.95 to $499.95 with heavy promotional discounting (40–65% off list) and free express delivery across Australia and New Zealand, with same-day Sydney dispatch for orders received before 2pm.

The company's go-to-market is pure DTC with no third-party retail or marketplace distribution; customer acquisition runs through the company's blog content (waist-training guides, fitness advice), organic social on Facebook, Instagram, and Twitter, email newsletter, and first-time-buyer discount codes. Revenue is generated entirely through one-time unit purchases rather than subscriptions or licensing. Customer support is delivered via a Sydney phone line and embedded Zopay live chat.

MagicFit claims to be "Australia's Favourite Waist Trainer and Shapewear Brand," supported by 4.7/5 stars across 736+ customer reviews, though no third-party market share, headcount, funding, or revenue figures are disclosed. The business shows no AI/ML capabilities, no patents or trademarks, no M&A history, and no disclosed leadership team — the disclosed operational footprint is small, with a single dispatch point and limited public corporate disclosures.

Name

MagicFit

Legal name

MagicFit.com

Website

https://magicfit.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

MagicFit is an Australian direct-to-consumer e-commerce retailer selling shapewear, waist trainers, activewear, and medical-grade recovery compression garments to individual consumers in Australia and New Zealand via its magicfit.com storefront.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of shapewear, waist trainers, activewear, and recovery garments through the company's website. One-time purchase model with various price points ranging from $34.95 to $499.95 per item.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

MagicFit is an Australian direct-to-consumer e-commerce retailer selling its own branded shapewear, waist trainers, compression garments, activewear, and medical-grade recovery apparel. The catalog spans waist trainers with 4-26 spiral steel bones in latex or spandex, tummy flattening bodysuits and shorts, sports leggings, men's shapewear, post-surgical and post-pregnancy recovery shapewear, and specialty bras, priced from approximately AUD $34.95 to $499.95 per item and shipped nationwide across Australia and New Zealand.

Product overview

MagicFit is an Australian e-commerce retailer specializing in shapewear and body-compression garments. The company offers a diverse portfolio of over 100 products across multiple categories, with waist trainers and tummy-flattening shapewear serving as the core product lines. The product ecosystem centers on waist training garments (available in latex and spandex with varying steel bone configurations from 4 to 26 bones), complemented by activewear leggings, compression shorts, bodysuits, and specialized recovery shapewear for surgical and pregnancy recovery. The company differentiates through medical-grade recovery products, men's shapewear line, and varying compression levels designed for different use cases including everyday wear, exercise, and post-operative recovery. Products are primarily sold through the company's Australian e-commerce platform with same-day dispatch from Sydney for orders placed before 2pm, and ship nationwide to Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Waist Trainers

Quantifiable outcome

• Customer rating of 4.7 out of 5 stars based on 736+ reviews

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Honeylove: DTC shapewear brand selling compression bodysuits, shorts, and bras. Closely comparable to MagicFit in DTC-first model, premium shapewear positioning, and direct-to-consumer e-commerce distribution.
• Ann Chery: Waist-trainer and shapewear specialist with a deep catalog of corsets, waist cinchers, and latex trainers. Closely comparable to MagicFit's waist-trainer focus, steel-boned construction range, and core customer segment.
• Skims: Kim Kardashian-founded DTC shapewear and body-shaping brand. Closely comparable to MagicFit in product category (shapewear, waist trainers, activewear), DTC model, and broad consumer targeting, but operates at a much larger global scale.
• Underworks: Compression garment specialist with deep men's shapewear and binder assortment. Comparable to MagicFit's men's shapewear category and emphasis on functional body-compression products.
• Leonisa: Colombian shapewear and post-surgical compression brand with global DTC reach. Comparable to MagicFit's mix of fashion shapewear and post-surgical recovery garments, but with broader international distribution.
• Yitty: Lizzo-founded shapewear and intimates brand under Fabletics. Directly comparable to MagicFit in shapewear/activewear product overlap and DTC-first go-to-market, with a larger celebrity-driven brand footprint.
• Shapermint: DTC shapewear brand known for influencer-led acquisition and broad shapewear catalog. Comparable to MagicFit in DTC model, women's shaping focus, and reliance on social/digital marketing channels.

Regional players

• Modibodi: Australian-founded period and leak-proof apparel brand with DTC and retail distribution across AU/NZ and select international markets. Comparable to MagicFit in Australian DTC origin, women's body-focused apparel, and overlapping AU/NZ consumer base.
• Curvy Kate: UK-based intimates and shapewear brand focused on fuller-figure and post-surgery markets. Comparable to MagicFit's body-shaping and recovery positioning, but serves UK/EMEA customers rather than AU/NZ.

Broad incumbents

• Spanx: Category-defining shapewear brand and incumbent leader. Comparable to MagicFit in core shapewear offering and women's focus, but far broader in distribution (department stores, wholesale, global DTC) and product range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/MagicFitSydney
• Facebookfacebook.com/magicfit.shapewear
• Instagraminstagram.com/magicfitau

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 MagicFit