What midnight magic lingerie does

Midnight Magic Lingerie is a privately held specialty intimate apparel retailer founded in 1996 and headquartered in St. Albert, Alberta, Canada. The company operates a single physical showroom offering in-store bra fitting and free in-store pick-up, alongside a Shopify-powered e-commerce storefront (midnightmagiclingerie.ca) that ships within Canada; USA orders are currently temporarily suspended due to new shipping requirements. Its catalog spans bras, women's underwear, lingerie, shapewear, sleepwear, and swimwear, plus men's underwear, accessories, and wellness products (including doTERRA oils and Warm Buddy items), with a particular depth in extended sizing (28-56 band, AA-O cup) and post-mastectomy, nursing, and plus-size sub-categories.

The business is built around three core assets: a 30-year fitting heritage that functions as a primary acquisition and retention driver; an unusually broad brand portfolio of more than 40 premium and specialty labels (Prima Donna, Chantelle, Empreinte, Simone Pérèle, Marie Jo, Elomi, Wacoal, Anita, Amoena, Freya, Fantasie, Trulife, and others); and an integrated omnichannel presence linking showroom service to online catalog with multiple payment options. Product breadth is substantial — the bras collection alone lists 825+ items, with 420+ items in women's underwear.

The revenue model is straightforward retail merchandise sales on a pay-as-you-go basis, with unit prices ranging from approximately $4 USD for clearance items to $176 USD for premium bras, and free shipping on orders over $250. Customer acquisition relies on a combination of organic social (Facebook, Instagram, TikTok), email newsletters, and SEO on the Shopify site, while retention is supported by the Magic Rewards loyalty program. Customer segmentation is horizontal across women (general), post-mastectomy patients, expecting and nursing mothers, active women, and men. No external funding, no parent company, and no management team roster are disclosed, indicating a privately controlled, likely founder- or family-owned business.

Name

midnight magic lingerie

Legal name

Midnight Magic Lingerie

Website

https://midnightmagiclingerie.ca

Company type

Private

Founded year

1996

Operating status

Operating

Short description

Midnight Magic Lingerie is a privately held Canadian specialty lingerie retailer, founded in 1996 in St. Albert, Alberta, operating one physical fitting showroom and a Shopify e-commerce store selling bras, underwear, swimwear, shapewear, sleepwear, and wellness products across 40+ brands and extended sizes, serving women and men across Canada.

Ownership category

akta.pro rank

Product category

Specialty Lingerie and Intimate Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

akta.pro secondary industries

Bras & Bralettes (CRAAAIAA), Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE), Intimates Accessories (Hosiery, Garters, Lingerie Care) (CRAAAIAI), Period Underwear (CRABAIAG), Luxury Intimates, Loungewear & Sleepwear (CRAAAFAJ)

Keywords

• Specialty lingerie retail
• Bra fitting services
• Extended size intimate apparel
• Mastectomy bra retailer
• Shapewear and swimwear

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail merchandise sales: Midnight Magic Lingerie generates revenue through direct retail sales of intimate apparel products including bras, underwear, lingerie, shapewear, sleepwear, and swimwear. Products are sold both in-store and online via their Shopify-powered e-commerce platform, with pricing in USD and CAD.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Midnight Magic Lingerie is a specialty intimate apparel retailer that sells bras, underwear, lingerie, shapewear, sleepwear, swimwear, and related accessories both in-store in St. Albert, Alberta and online through a Shopify-powered e-commerce site. The company differentiates itself through in-store professional bra fitting services offered since 1996, extended size ranges (28-56 band, AA-O cup), and specialty mastectomy, nursing, and athletic apparel lines sourced from over 40 premium brands.

Product overview

Midnight Magic Lingerie is a brick-and-mortar and e-commerce lingerie retailer based in St. Albert, Canada, operating since 1996. The company offers a comprehensive portfolio of intimate apparel organized into core categories: Bras (featuring over 40 sub-types including underwire, wireless, balconette, plunge, T-shirt, sports, nursing, and mastectomy/pocketed bras), Women's Underwear (briefs, hipsters, shapewear, period underwear, and cotton styles), Lingerie (chemises, corsets, babydolls, and bridal wear), Shapewear (body shapers, thigh shapers, and tops), Sleepwear (pajama sets, nightgowns, tanks, and robes), Swimwear (bikini tops, one-pieces, and coverups), and Accessories/Wellness (bra accessories, essential oils, and massage products). The store carries over 50 designer and specialty brands including Prima Donna, Chantelle, Simone Pérèle, Elomi, Wacoal, Anita, Amoena, and Empreinte, specializing in extended sizing and mastectomy solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Bras Women's bras in sizes 28-56 band and AA-O cup, covering underwire, wireless, bralettes, nursing, sports, strapless, convertible, front closure, adhesive, pocketed mastectomy, balconette, full coverage, plunge, spacer, T-shirt, minimizing, and cut and sewn styles.
• Women's Underwear Women's underwear including briefs, hipsters, thongs, boyshorts, cotton underwear, shapewear underwear, and period or bladder leak protection underwear in various fabrics.
• Lingerie Lingerie including chemises, babydolls, corsets and bustiers, teddy lingerie, and bridal and honeymoon lingerie.
• Shapewear Body shaping garments including shaping underwear, thigh shapers, shaping tops, and all-in-one bodysuits to smooth silhouette under clothing.
• Sleepwear Sleepwear including pajama sets, nightgowns, pajama tanks, and robes from brands such as NikPaul and Patricia Lingerie.
• Women's Swimwear Women's swimwear including bikini tops, wired swim tops, tankinis, bottoms, bikini sets, one-piece swimsuits, swim dresses, pocketed swimwear, and coverups with sizes up to HH cup.
• Accessories Intimate apparel accessories including bra extenders, bra strap holders, nipple covers, inserts, pantyhose, socks, laundry products, and purses.
• Wellness Products Wellness and massage products including Warm Buddy warmers, doTERRA essential oils, and Kama Sutra massage products.
• Men's Intimate Apparel Men's intimate apparel including briefs, boxers, long johns, shorts and swim, and shirts.
• In-Store Bra Fitting Service Professional in-store bra fitting service provided at the St. Albert retail showroom, supporting customers in selecting properly fitted bras and specialty intimate apparel.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationMidnight Magic Lingerie operates its e-commerce store on the Shopify platform. Shopify provides the online store infrastructure including product catalog management, shopping cart, checkout, payment processing, and order management.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ThirdLove: Direct-to-consumer bra and intimates brand built on half-cup sizing and extended size matrices — competes for the same extended-size, fit-conscious shopper Midnight Magic serves.
• La Vie en Rose: Canada-based intimates and sleepwear retailer with physical stores and e-commerce selling bras, underwear, sleepwear, and swimwear — directly comparable assortment and customer base, though at much larger scale.
• Knix: Canadian DTC-first intimates brand specializing in leakproof period underwear, bras, and activewear, with growing physical retail — overlaps directly with Midnight Magic's period underwear, bra, and shapewear categories.
• True & Co. Online-first bra and intimates retailer using fit quizzes and extended sizing — direct DTC competition for Midnight Magic's online bra shopper, especially in extended sizes.
• Change Lingerie: Canada-headquartered specialty lingerie retailer with stores across Canadian cities selling bras, swimwear, sleepwear — directly comparable format, geography, and category mix.

Broad incumbents

• Victoria's Secret: Largest North American specialty intimates incumbent with own-brand bras, sleepwear, and swimwear across hundreds of stores and a global e-commerce site — the dominant incumbent in the same category Midnight Magic operates in.
• Aerie (American Eagle Outfitters): Mass-market intimates and loungewear brand carried in AEO stores and a major DTC site — competes on bras, bralettes, underwear, and sleepwear with broad assortment and pricing power.

Emerging players

• Cosabella: Premium European-style lingerie and sleepwear brand sold DTC and via specialty boutiques like Midnight Magic; partial overlap in assortment and customer.
• SAXX Underwear: Men's underwear and activewear brand stocked on Midnight Magic's site; comparable Canadian-origin intimates/activewear brand pursuing similar specialty-retail and DTC positioning.
• Amoena: Specialty mastectomy and post-surgical bra manufacturer stocked by Midnight Magic; comparable niche (post-surgical intimates) and a potential direct competitor for mastectomy customers and for DTC channels.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MML.midnight.magic
• Instagraminstagram.com/midnightmagiclingerie
• TikToktiktok.com/@midnight.magic.lingerie
• LinkedInlinkedin.com/company/midnight-magic-lingerie

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 midnight magic lingerie