A hit in the US and Spain: the Colombian underwear brand that's booming worldwide

The Colombian fashion industry is experiencing unprecedented growth, and underwear is one of its most dynamic and competitive sectors. Beyond aesthetics, this segment has adapted to new global trends. Learn about the national brand that is making waves around the world, especially in the United States and Spain.

When it comes to underwear in Colombia, the first name that comes to mind is Leonisa. According to the America Malls & Retail website, the company recorded operating revenues exceeding $1.53 billion in 2024, consolidating its leadership in the country and reaffirming its role as an ambassador of Colombian fashion abroad.

Its multi-channel model—which integrates direct sales, e-commerce, its own stores, and wholesale alliances —allows it to reach key markets such as the United States and Spain, where it has positioned its products in prestigious chains such as Macy's, Target, Amazon, and Victoria's Secret. It currently operates more than 130 physical stores worldwide and has distribution centers in ten countries.

The company stands out not only for the quality of its lingerie, shapewear, and swimwear designs, but also for its social impact, employing more than 10,000 people, 65% of whom are women, reinforcing its commitment to workforce inclusion and gender equality.

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What other brands are making their mark in the world of underwear?

Lili Pink The brand reached revenues of $514,881 million in 2024, with a growth of 16.5%. Its intensive retail strategy allowed it to close with 540 points of sale in Colombia and 189 stores in 13 countries. With affordable prices and youthful designs, it consolidated itself as a regional benchmark against international competitors. La Feria del Brasier and Solo Kukos With revenues of $195,677 million and a growth of 16.1% in 2024, the brand maintains its focus on the national market . It operates 135 stores and relies on a vertical integration model that controls design, manufacturing and marketing . Its recognition is strengthened thanks to traditional advertising campaigns and a solid positioning in intermediate cities.

Diane & Geordi

It recorded sales of $172.345 billion in 2024, a 12.2% increase. Its expansion combines more than 107 stores in Colombia and an international presence in the US, Mexico, Costa Rica, and Venezuela. With a portfolio of lingerie, basics, and shapewear, it strengthens its competitiveness through affordable prices and a cost-efficient model.

Holy Water

Focused on affordable luxury and artisanal design, it achieved revenues of $114.131 billion in 2024, growing by 5.5%. It operates 60 stores in Colombia, the U.S., and Mexico , under a system of its own stores and selective franchises. Its identity is based on exclusivity, quality ingredients, and differentiated products that position it in the premium segment.

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The paradigm shift with underwear

Over the last decade, the country has evolved from a producer with a primarily regional reach to establishing itself as an international benchmark. Today, several Colombian brands not only lead the way in Latin America but also occupy a privileged place in showcases in the United States and Europe, where their designs are synonymous with quality and avant-garde. This phenomenon reflects a cultural shift: underwear is no longer perceived solely as a functional or luxury garment, but as an element linked to well-being, identity, and inclusion.

The global women's underwear market reached $44.92 billion in 2024 and is projected to double in value in less than a decade , while in Colombia, growth is above 5% annually.

This expansion is being driven by e-commerce, innovation in sizes and materials, and a growing demand for products that combine comfort and design. In this context, one Colombian brand has capitalized on the trend and established itself as a leader in the global market.