The Knicker, an Australian underwear brand celebrated for designing what shoppers call 'the perfect undies', has experienced a remarkable surge in demand for its latest shapewear collection. The Tummy Smooth range, launched last month, sold out completely in under 24 hours, driven by overwhelming customer enthusiasm and a viral social media review. Now, the brand has announced a restock of this highly sought-after collection, with prices starting from just $20, prompting shoppers to act quickly to avoid missing out again.
Viral Video Fuels Unprecedented Demand
Huge demand for the Tummy Smooth collection was ignited by a live try-on video shared by Over 40s shopping expert Natalie Angel on her Instagram account, @letmetrybeforeyoubuy. Fans were so impressed with the fashion influencer's detailed review that the entire range promptly sold out, with some customers purchasing up to seven pairs in a single order. This rapid sell-out highlights the powerful impact of social media on retail trends and consumer behavior.
Customer Reviews Praise Comfort and Fit
Shoppers have flooded the brand with positive feedback, emphasizing the comfort and effectiveness of the Tummy Smooth designs. One customer, Colleen, shared, 'I purchased 3 pairs after seeing Nat's live, they are amazing, fit is perfect and they actually fit and feel as they say they do. I then ordered another 4 pairs. Ladies… give them a try, I haven't had undies fit this well or feel nice in 10 years.' Another repeat purchaser, Tanya, added, 'Used to buy from another well known brand but noticed the quality was slipping. These have never let me down. They look gorgeous, feel divine and are a great price too.'
Key Features of the Tummy Smooth Collection
The Tummy Smooth range stands out for its innovative design features that prioritize both support and comfort. The key element is a power mesh front panel that smoothes the silhouette from waistline to pubic bone, while a full-coverage tummy panel ensures comfort for those with scars from surgeries such as caesarean sections. The collection includes four styles: Full Brief, Hi Cut, Anti Chafing Short, and High Waisted G-String, available in nude and black, in sizes 10 to 24.
Soft stretch lace waist and leg panels are incorporated to avoid uncomfortable cutting in and deliver minimal panty lines, addressing common issues with traditional shapewear. The brand's unique gusset design works with the back seam to hug the bottom while eliminating irritations like riding up, pinching, and pulling. This attention to detail has earned The Knicker a loyal following, with customers praising the 'luxurious material' and comfy cuts.
Brand Background and Customer Service Excellence
The Knicker was founded in 2016 by friends Helen Anderson and Lara Brockhurst, who leveraged years of experience in lingerie and sleepwear for major retailers like David Jones, Myer, Selfridges, and Nordstrom. Their mission to create underwear that fits beautifully, is comfortable for all-day wear, and looks great has transformed The Knicker into a cult sensation. The brand's commitment to customer satisfaction is evident in stories like that of Lisa, who praised the team for noticing a size discrepancy in her order and personally calling to rectify it, saving time and inconvenience.
Previous Successes and Future Prospects
The sell-out Tummy Smooth collection follows the roaring success of other designs from The Knicker, including the Classic, Bamboo, and Micro & Lace lines. Each style adheres to the brand's motto of 'No VPL, no ride up, pure comfort', resonating with shoppers seeking practical yet pretty underwear. For instance, the Bliss Cheeky Brazilian in Black combines comfort with style at just $10 a pair, while the bestselling Classic Comfort Full Brief in Nude boasts a 4.9 out of 5-star rating from customers.
As the Tummy Smooth range returns to stock, anticipation remains high among fans. One shopper who missed the initial drop commented on Natalie Angel's video, 'I've been wearing [the brand] for nine years… Won't buy anything else ever! Missed out on the new control nickers and can't wait to try them.' With its blend of affordability, quality, and customer-centric approach, The Knicker continues to set a high standard in the underwear market, proving that comfort and style can go hand in hand.
