Jul 07, 2026

Wicks Is Expanding Into Wholesale

When I launched Wicks, I had one simple goal: to create absorbent underwear that women actually wanted to wear.

Not because they had to.
Because they genuinely loved it.

Over the past year, I've been incredibly grateful to see Wicks find its audience. Thousands of women have discovered the brand, and one thing has become abundantly clear—there's a real appetite for absorbent lingerie that feels beautiful, comfortable and thoughtfully designed.

Now, it's time for the next chapter.

A New Focus for Wicks

I'm delighted to announce that Wicks is officially expanding into wholesale.

While you'll always be able to shop directly through our website, my vision is for wholesale to become a major part of Wicks' future. I want to see Wicks stocked in beautiful independent boutiques, lingerie stores, pharmacies and wellness retailers across Australia and, ultimately, internationally.

Who Is the Wicks Customer?

The women who wear Wicks value quality, discretion and beautiful design. They're typically over 40, with our strongest following among women in their 50s, 60s and beyond. They're looking for an elegant solution to life's little leaks—one that feels every bit as luxurious as the rest of their lingerie drawer.

It's a customer who has been largely overlooked by the absorbent underwear market, despite representing one of Australia's most loyal and valuable consumer groups.

Making Wholesale Easy

I've worked hard to make partnering with Wicks as simple as possible.

We're launching with no minimum opening order, allowing retailers to trial the collection without committing to large quantities. As we grow, minimums may be introduced, but for now, I want stores to have complete flexibility to order exactly what suits their business.

Our latest shipment has also just arrived, meaning wholesale orders can be dispatched quickly.

More Than Just a Product

Supporting our retail partners goes beyond supplying beautiful underwear.

Every wholesale partner will receive professionally designed in-store marketing collateral to help tell the Wicks story and introduce the brand with confidence.

Before founding Wicks, I spent a decade working in public relations. It's a skillset I'd love to share with our stockists. If your store has a genuinely newsworthy story to tell—whether it's a milestone, community initiative, expansion or special event—I'm happy to offer PR guidance and help identify media opportunities where I can.