Australian intimates brand Nala is expanding its ranging through the launch of its first-ever performance sports bra collection.
Called Club Nala, the range was developed over 18 months, including construction and sampling, with Nala partnering with women to test wear the sports ranges in real life.
Nala co-founder Chloe de Winter said customers have been demanding sports bras for a while now.
“So much blood, sweat (literally) and tears have gone into bringing this to life,” de Winter said. “Not to mention over 300 test wearing sessions. We are so pumped to launch Club Nala and be the one stop shop for boobie support nationwide."
At the core of the collection is MotionTech, Nala’s newest fabric innovation. Crafted from 84 per cent recycled nylon and 16 cent elastane, MotionTech is reportedly performance-grade strong, ultra lightweight, and moulds to the body. The fabric is moisture wicking, quick drying and antimicrobial.
Three different sports bras for different levels of impact cover the initial range. According to Nala, the ‘High Impact Underwire Sports Bra’ is the most supportive style in the lineup, featuring moulding underwire, full cup coverage and thick padded straps.
The range also includes a ‘High Impact Wirefree Sports Bra’, as well as a Sporty Wirefree Bralette.
Completing the collection is the ‘No Show Sports Gee’, a sweat wicking g-string designed to be completely invisible under activewear.
The entire range supports C to H cups across band sizes 8 to 22, and comes in three different colourways, with pricing ranging from $25 to $79.
Nala’s move into the sporting category follows the brand’s last expansion into maternity-wear, with other brands in the space also tapping new categories. Over the last year, Step One has launched into the menstruation space, the sleepwear space and also rolled out socks.
According to IBISWorld research, the lingerie retail market in Australia has faced significant challenges, including intense competition and fluctuating consumer sentiment. The firm shared on its website that while consumer demand for essentials like bras and underwear appear relatively stable, negative sentiment and the rise of online competition have altered purchasing habits.
“Online shopping has gained popularity because it offers extensive product ranges, lower prices and the convenience of home delivery,” IBISWorld noted. “Rising living costs have driven consumers to shop for necessities at discount department stores like Kmart and Target or with online-only retailers to save money.”
This has resulted in the industry revenue contracting at an annualised 2.7 per cent over the past five years, with IBISWorld estimating revenue to hit around $745.3 million in 2025. This is at an estimated 0.7 per cent year-on-year drop due to ongoing cost of living pressures.
“Yet, it hasn't all been bad news, with profit margins rising thanks to lower purchase costs and a drop in wages.”