Primary Suite

Be immersed in the joy of exceptional undergarments
curated with intent at the Primary Suite.

By appointment only.

The Lyall Hotel South Yarra.
Friday and Saturday, September 13-14.

Book nowFind out more
Free Shipping Over $250
10% off any Brief with any Bra or Bralette
25% off 2 Briefs with any Bra or Bralette
Free Shipping on Orders Over $250

Join one of the Primary Professional Fitters to explore Primary's exceptional undergarments curated with intent.

Explore and try our range and enjoy a sneak peek of the new styles and colours for spring.

Find out MoreBook Now

The Primary Way

Exclusive Products

Undergarments with intent from the best international designers

Your Perfect Fit

Find your fit before you buy, and check it's perfect once you receive it

Easy Returns

Free return shipping on exchanges

Shop Bras
Shop Bralettes
Shop Briefs & Thongs
Shop Bodysuits

As featured in

The Bernie Garter Belt has arrived at Primary. A little dark, a little gorgeous, all joy.
Florals for spring? Perfect! Especially with a matching garter belt. Shop Nette Rose at Primary now. #garterbelt #bralettelove #lingerieaustralia #Australianlingerie #netterose #lingerette #femalebusinessowner #undergarments #lingerieshop #lingerieaddict #australianretail #lingeriestore #primarylingerie #primary #FindYourFit #boutiquelingerie #lingerie #bralette #primarylingerette #lingerieboutique #floralsforspring #floralsforspringgroundbreaking
Garter belts have arrived. Complete your Nette Rose set with a gorgeous matching garter belt. #lingerie #lingerette #lingerieaustralia #bralette #boutiquelingerie #lingerieshop #netterose #primary #femalebusinessowner #australianretail #undergarments #primarylingerette #primarylingerie #FindYourFit #bralettes #bralettelove #lingerieaddict #Australianlingerie #lingerieboutique #lingeriestore #garterbelt #floralsforspring
Primary Suite - lingerette viewing and fitting service. By appointment only - The Lyall Hotel, September 13 and 14. Find out more - Link in bio.
New Product Alert - the Bella thong now comes in Ivory 🙌 Else's beautiful modern take on lacework stuns in this set. Available now.
Do you have a daughter who needs to be fitted for a bra in a comfortable, kind and empowering space? Primary is your answer. The Primary Suite is an exclusive lingerette viewing and fitting experience. September 13 and 14, The Lyall Hotel, South Yarra.
Primary introduces Primary Suite at The Lyall Hotel, an appointment only lingerette viewing and fitting service, September 13 - 14. As seen in Harpers Bazaar, Primary is - the - place for undergarments. Curated from international brands, Primary makes undergarment shopping a joy and not a chore. More information and booking link in bio. #primarylingerette #lingerieaustralia #lingerette #australianretail #stylingsuite #netterose #elselingerie #findyourfit #bras #bodysuits #underwear #bralettes
Amazing undergarments power you from the inside. Today I am wearing the Love and Swans Japan Chapter 1 bralette and it’s a stunner. 🤩
🌟Win a $100 Voucher 🌟 Primary hit 500 followers over the weekend! A big thank you to our beautiful community for liking, sharing, commenting and supporting. To celebrate this milestone any new subscribers to our mailing list this week will go into the draw to win a $100 gift voucher to Primary. Link in bio.
The Else Marie bralette is a clever package - Featuring a plunge neckline, wireless cups and an adjustable back so you can adjust the fit for the support you need. 👏🏻👏🏻👏🏻
Our bestselling Else Bare Underwire Longline Bra - now in a G cup. 🙌
Strapless bras for the weekday or weekend. Two styles in the store now. #straplessbra #bralette #netterose #australianretail #lingerieshop #bralettes #lingerie #boutiquelingerie #primarylingerette #lingerieaustralia #FindYourFit #femalebusinessowner #fullerbust #lingerette #primary #elselingerie #undergarments #bralettelove #primarylingerie #loveandswanslingerie #lingerieaddict #loveandswans #simoneperele #boutiquefashion #nala #skims #Australianlingerie #lingerieboutique #lingeriestore
Cups without underwire? Genius. The Nette Rose cup bras are underwire free and are constructed to hold you in a cup shape with clever stitching. Cup sizes B to DD are available now in four styles. #lingerie #lingerette #bralette #femalebusinessowner #boutiquelingerie #lingerieshop #lingerieaustralia #undergarments #australianretail #netterose #primary #primarylingerette #FindYourFit #bralettelove #bralettes #primarylingerie #fullerbust #elselingerie
NOW UP TO A G CUP Very exciting news - Our bestselling Else Longline Underwire Bra is now in stock up to a G cup. Online now. #bra #brallete #elselingerie #primary #primarylingerette #lingerette #australianlingerie #australianretail #fullerbust #fullbust
Owning a small business is hard. Competing priorities, finances, marketing, sales, socials. Non stop. But, customers that leave empowered through well fitting a beautiful undergarments is an absolutely joy.
The - new - Marie collection from Else is made from Else's bespoke modern, sustainable lace. Like all things Else, the Marie range exudes contemporary femininity. In ecru and black, discover now.
Nette Rose - all Sunshine. The Jamie range is perfect for your first bra or your 31st bra. Purchase online or book a fitting now. #lingerieaustralia #boutiquelingerie #bralettes #lingerie #primarylingerie #primarylingerette #FindYourFit #bralette #lingerieaddict #bralettelove #lingerieshop #lingerette #australianretail #netterose #undergarments #primary #femalebusinessowner
The - new to Primary - Nano range from Else is silky smooth and soft as butter on your skin. With seamless molded cups and ultra-soft microfiber fabric, the Else Nano range is an effortless essential for laid-back days or an elevated everyday. Available in bronze and black at Primary. Now. #elselingerie #lingerieaddict #bralette #primarylingerette #FindYourFit #lingerie #australianretail #bralettes #lingerieshop #bralettelove #lingerette #lingerieaustralia #boutiquelingerie #primarylingerie
New Else is live now. Two new styles: Marie, in sustainable lace, and Nano, the second skin you need in your undergarment arsenal. See link in bio. #primarylingerette #lingerieaustralia #bralettes #bralettelove #lingerieaddict #lingerieshop #lingerie #bralette #elselingerie #FindYourFit #australianretail #boutiquelingerie #lingerette
There is nothing else like Love and Swans’ embroidered and beaded sets. Truly original, truly joyful, only at Primary.