Le Lingerie
Le Lingerie (Lelin) is a Brazilian e-commerce retailer founded in 2010, selling lingerie, intimate apparel, sleepwear, fitness wear, beachwear, children's clothing, and home textiles to Brazilian consumers via its own website, WhatsApp, and a physical store in Holambra, São Paulo.
- Company typePrivate
- Founded2010
- HeadquartersHolambra, Brazil
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Le Lingerie does
Le Lingerie (trading as "Lelin") is a Brazilian direct-to-consumer e-commerce retailer founded in 2010 and headquartered in Holambra, São Paulo, operating under the legal entity Le Lin Boutique Eirelli (CNPJ 16.863.575.0001-78). The company's primary channel is its own online storefront at lelingerie.com.br, supplemented by a WhatsApp commerce channel (phone 511938027373) and a physical retail location at Rua Solidagos, 168, Holambra, which also serves as a click-and-collect pickup point. With a headcount of 9, it operates as a micro-retailer with no external funding, no disclosed management team, and no parent or subsidiary structure.
Le Lingerie's product catalog spans women's intimate apparel (bras, panties, lingerie sets, bodysuits, shapewear, and maternity/nursing wear), men's underwear and apparel, children's clothing, fitness/athletic wear (brands include Lupo, Nike, Demillus, Live), sleepwear and loungewear, beachwear and swimwear, socks/hosiery, sensual/erotic intimate apparel and accessories, and home textiles (bed linens, bath towels, table linens from Buddemeyer, Altenburg). The technology stack is built on the Tray e-commerce platform, with the company's only notable proprietary feature being the WhatsApp commerce integration that allows customers to place orders directly via messaging. Pricing is unit-based, ranging from approximately R$12.90 to R$386.00 per item, with 6x interest-free credit-card installments available for purchases above R$300 and free shipping above R$3,000. Customer segments are horizontal and end-consumer across women, men, children, and home goods, served primarily through digital channels.
The business model is straightforward transactional retail: one-time unit sales at retail prices, with revenue mechanics driven by catalog breadth, installment affordability, and discrete packaging for sensitive purchases. Distribution is omnichannel-light — owned e-commerce, WhatsApp direct, and a single physical store — with no marketplace, wholesale, or B2B channels disclosed. No awards, patents, trademarks, partnerships, regulatory actions, M&A activity, funding rounds, or leadership changes are disclosed across the source material, and operating geography is restricted to Brazil.
Le Lingerie firmographics
Firmographics- Name
- Le Lingerie
- Legal name
- Le Lin Boutique Eirelli
- Website
- https://lelingerie.com.br
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Le Lingerie (Lelin) is a Brazilian e-commerce retailer founded in 2010, selling lingerie, intimate apparel, sleepwear, fitness wear, beachwear, children's clothing, and home textiles to Brazilian consumers via its own website, WhatsApp, and a physical store in Holambra, São Paulo.
- Ownership category
- akta.pro rank
Le Lingerie industry classification
Industry- Product category
- Intimate Apparel Retail
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (4581)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Intimates, Lingerie & Sleepwear Retail (CRAAABAF)
- akta.pro secondary industries
- Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Panties & Briefs (CRAAAIAB), Intimates Accessories (Hosiery, Garters, Lingerie Care) (CRAAAIAI)
Keywords
Where Le Lingerie is headquartered
LocationHeadquarters
- HQ city
- Holambra
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Le Lingerie business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Product Sales (Retail): Direct retail revenue through online store sales of lingerie, intimate apparel, sleepwear, fitness wear, beachwear, and home goods. Transaction-based model with unit pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Unit pricing with installment options |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Le Lingerie product offering
Product offeringCore offering
Le Lingerie (operating as "Lelin") is a Brazilian specialty retailer that sells lingerie, intimate apparel, underwear, sleepwear, fitness wear, beachwear, children's clothing, and home textiles (bed, bath, table) through an owned e-commerce storefront (lelingerie.com.br), a WhatsApp sales channel, and a physical retail store in Holambra, São Paulo. The assortment spans national and imported brands including Lupo, Nike, Demillus, Buddemeyer, and Altenburg, offered with interest-free installment payments and discrete packaging for sensitive items.
Product overview
Le Lingerie (Lelin) is a Brazilian e-commerce retailer offering a comprehensive portfolio of intimate apparel, sleepwear, athletic wear, children's clothing, and home textiles through both online and physical retail channels. The core offering centers on women's intimate wear (bras, panties, bodysuits, shapewear, maternity wear) and men's underwear, supplemented by a fitness apparel line (leggings, sports tops, athletic shorts) from brands like Lupo, Nike, and Demillus. The product range extends to children's wear, beach/swimwear, sleepwear, and bed & bath textiles. Additional services include a loyalty program, gift registry for baby showers, WhatsApp-based purchasing, and in-store pickup at their Holambra location. The company operates primarily as an online retailer but also maintains a physical presence.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Intimate Apparel (Feminino) Retail category offering bras, panties, bodysuits, lingerie sets, shapewear, maternity wear, and beachwear for women from brands such as Lupo, Demillus, and Liz.
- Men's Underwear & Apparel (Masculino) Men's category offering boxers, briefs, trunks, swimwear, pajamas, socks, athletic wear, and sports apparel from Lupo, Nike, and other brands.
- Children's Apparel (Infantil) Children's category offering underwear, pajamas, socks, beachwear, activewear, and everyday clothing for boys, girls, and babies, primarily from Lupo.
- Fitness & Athletic Apparel Activewear category offering leggings, sports tops, running shorts, athletic shirts, and performance wear from Lupo Sport, Nike, Live, and other fitness brands.
- Boutique Sensual (Sensual & Erotic Apparel) Adult category offering erotic panties, costumes and fantasies, body stockings, intimate accessories, sensual cosmetics, and adult toys, shipped with discrete packaging.
- Cama Mesa e Banho (Bedding, Table & Bath) Home textile category offering bed sheets (single, double, queen, king), pillows, bath towels, hand towels, bath mats, and table linens from Buddemeyer, Altenburg, and similar brands.
- Sleepwear (Pijama) Sleepwear and loungewear category offering pajamas, nightgowns, robes, baby dolls, and slippers for women, men, and children.
- Beach & Swimwear (Praia) Beachwear category offering bikinis, swimsuits, cover-ups, beach shorts, and sand accessories for women, men, and children.
- Socks & Hosiery (Meia) Hosiery category offering athletic socks, dress socks, casual socks, stockings, and specialty socks in various lengths and styles.
- Shapewear (Modelador de Corpo) Body-shaping category offering shaping shorts, bodysuits, corsets, postpartum shapewear, surgical compression wear, and body-smoothing underwear.
- Maternity Wear (Gestante) Maternity and nursing apparel offering maternity panties, nursing bras, maternity nightgowns, postpartum shapewear, and nursing wear.
- WhatsApp Sales Channel Purchasing channel that allows customers to browse and place orders directly through WhatsApp messaging at phone 511938027373.
- Physical Retail Store (Loja Física) Brick-and-mortar store at Rua Solidagos, 168, Morada das Flores, Holambra, São Paulo (CEP 13825-000), offering in-store shopping and pickup of online orders.
Quantifiable outcome
- 100% qualidade - Produtos nacionais e importados de qualidade
Companies that use Le Lingerie
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Le Lingerie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Le Lingerie partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
Le Lingerie competitors and assessment
Company assessmentDirect peers
- Marisa: Brazilian specialty retailer with strong emphasis on lingerie and intimate apparel alongside broader women's apparel. Comparable because it competes head-to-head with Le Lingerie in the Brazilian intimate apparel and women's basics e-commerce channel.
- Lupo: Brazilian hosiery and intimate apparel manufacturer and brand that also sells direct-to-consumer. Highly comparable because Le Lingerie carries Lupo products as a key brand and competes with Lupo's DTC channel in the same Brazilian lingerie/sock/underwear market.
- Victoria's Secret Brasil: Global lingerie and intimate apparel brand with Brazilian e-commerce operations. Comparable because it sells bras, panties, sleepwear, and loungewear in the same Brazilian market, directly overlapping with Le Lingerie's core product set.
- Demillus: Brazilian lingerie brand owned by Hering Group. Comparable because Demillus is one of Le Lingerie's featured brands and competes in the same women's intimate apparel category with a similar price-to-mid-tier positioning.
- Calzedonia Brasil: European intimate apparel and hosiery brand with Brazilian online presence. Comparable because it sells hosiery, swimwear, underwear, and lingerie in Brazil, directly competing with Le Lingerie's socks, swimwear, and intimate apparel categories.
Broad incumbents
- C&A Brasil: Major Brazilian apparel retailer with deep online presence and broad assortment including lingerie and intimate apparel. Comparable as a large incumbent competing in the same online apparel category with greater scale and assortment.
- Shein: Global fast-fashion e-commerce platform with significant Brazilian customer base. Comparable as a large incumbent in the Brazilian online apparel and intimate apparel space, exerting price pressure on smaller specialty retailers like Le Lingerie.
- Hering: Brazilian apparel retailer with extensive basics and underwear catalog. Comparable because it sells directly in the same intimate apparel and basics category as Le Lingerie, with much broader distribution and brand recognition.
- Renner: Largest Brazilian fashion department store chain with a strong e-commerce operation including lingerie and basics. Comparable broad incumbent presence in the same Brazilian apparel retail category, with meaningfully larger scale.
- Shopee Brasil: Major marketplace in Brazil with strong seller presence in lingerie, intimate apparel, and fashion basics. Comparable as a dominant Brazilian e-commerce channel competing for the same shopper attention and price-sensitive customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Le Lingerie social profiles
Digital presenceLe Lingerie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Le Lingerie leadership team
Management profileNumber of profiles
Le Lingerie funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Le Lingerie 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 Le Lingerie
What does Le Lingerie do?
Le Lingerie (operating as "Lelin") is a Brazilian specialty retailer that sells lingerie, intimate apparel, underwear, sleepwear, fitness wear, beachwear, children's clothing, and home textiles (bed, bath, table) through an owned e-commerce storefront (lelingerie.com.br), a WhatsApp sales channel, and a physical retail store in Holambra, São Paulo. The assortment spans national and imported brands including Lupo, Nike, Demillus, Buddemeyer, and Altenburg, offered with interest-free installment payments and discrete packaging for sensitive items.
Is Le Lingerie a public or private company?
Le Lingerie is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Le Lingerie founded?
Le Lingerie was founded in 2010. It employs 1 to 10 people.
Where is Le Lingerie based?
Le Lingerie is headquartered in Holambra, Brazil, in the Latin America region.
How does Le Lingerie make money?
One revenue line is on record: product Sales (Retail).
Who are Le Lingerie's main competitors?
Direct peers on record are Marisa, Lupo, Victoria's Secret Brasil, Demillus and Calzedonia Brasil. Broad incumbents are C&A Brasil, Shein, Hering, Renner and Shopee Brasil.
Does Le Lingerie have an API?
No public API is recorded for Le Lingerie.
What industry is Le Lingerie in?
Le Lingerie's product category is Intimate Apparel Retail. Its primary akta.pro industry code is CRAAABAF, Intimates, Lingerie & Sleepwear Retail, with a secondary code of CRAAAIAD, Lingerie & Seduction (Sets, Bodysuits, Teddies). Its NAICS code is 45811 and its SIC code is 5621.