As Boxing Day sales roll out across Adelaide, one local retailer is offering more than markdowns — she’s offering answers to a problem most women don’t even realise they have.
Inside the historic Adelaide Arcade, Alexandra Lingerie has quietly built a reputation as the place women go when nothing else fits. This Boxing Day, the boutique is offering up to 50 per cent off selected styles, including a buy three, get the cheapest free promotion, across a wide range of premium international lingerie brands.
Founded by French migrant turned South Australian business owner Alexandra Vaissiere, the once “hole-in-the-wall” boutique has doubled in size over ten years and now generates more than $1 million annually — all without selling online. At a time when many sole traders are closing their doors, Alexandra Lingerie continues to grow, built on expert fitting, personal service and word-of-mouth loyalty.
Alexandra estimates that more than 90 per cent of women she fits are wearing the wrong bra size, most often too small in the cup and too big in the band. It’s a statistic that explains why so many customers arrive frustrated, uncomfortable, and convinced that bras simply aren’t made for them.
With more than a decade of hands-on fitting experience, the boutique has become known for its depth of expertise and unusually broad size offering. Alexandra Lingerie caters for sizes 6 to 26, with bra cup sizes ranging from D through to LL, supporting women who are frequently overlooked by mainstream retailers. Many customers discover that a correct fit — particularly in cup size — transforms not only comfort, but confidence.
The Boxing Day sale applies to selected styles from a carefully curated mix of global lingerie labels, including Chantelle, Freya, Fantasie, Elomi, PrimaDonna, Panache, Sculptresse and Scantilly. Chosen for their engineering, premium materials and inclusive sizing, these brands are rarely found outside specialist boutiques, making the sale a rare opportunity to access high-quality European lingerie at reduced prices.
Earlier this month, Alexandra reached a new milestone with the launch of Alexandra V Paris, her own luxury lingerie label, debuting with the Raillure Full Cup Bra. The bra is the result of a three-year international design and manufacturing journey across France, Morocco and Australia, created after years of frustration with global brands that refused to expand size ranges or improve support and comfort for Australian women.
“The Raillure Bra represents everything I’ve worked towards for almost 15 years in the industry,” Alexandra says. “Australian women’s bodies deserve better fit, better fabrics, and bras that actually support.”
Designed to address the fit issues Alexandra sees daily in the fitting room, the Raillure Bra features custom underwires shaped for strength without discomfort, triple-layer support fabrics combining modal, cotton and powermesh, deep projected cups, and stretch lace panels to prevent spillage. The initial release focuses on the store’s most in-demand sizes, with plans to double the range next year alongside additional styles.
This Boxing Day, Alexandra Lingerie stands out as a rare bright spot in the retail landscape, with its focus on size inclusivity, body confidence and personalised service setting it apart at a time when many small retailers are struggling.
While the Raillure Bra remains full price, customers can access Boxing Day savings across a wide selection of established international lingerie brands, with free expert fittings available in store to ensure the right size and style.
What: Alexandra Lingerie
Where: Shop 36-38 Adelaide Arcade, Rundle Mall, Adelaide, SA
Contact: 08 8232 7822
More info: https://www.alexandra-lingerie.com.au/
