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Intimissimi
Intimissimi
Intimissimi
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Intimissimi, Calle Dato, Vitoria, Spain, 2020
Intimissimi, Calle Dato, Vitoria, Spain, 2020

Key Information

Intimissimi is an Italian clothing label founded in 1996, which specializes in bras, briefs, lingerie, vests, and pyjamas for women and men.

History

[edit]

The brand was launched in 1996 by Sandro Veronesi.[1]

Starting in 2005, Intimissimi clothing was sold through Victoria's Secret in a third-party partnership arrangement. The partnership also included the creation and launch of an Intimissimi beauty line in Victoria's Secret's stores, and the distribution of Intimissimi products in Victoria's Secret's outlet stores.[2] By 2006, the company had opened over 1,000 single-brand stores worldwide.[1]

In 2015 the model Shlomit Malka became the face of Intimissimi.[3] She led the company's international advertising campaigns until she was replaced in 2017 by Dakota Johnson.[4]

In October 2017, the brand launched its fourth edition of Intimissimi on ice in the Verona Arena, with costumes designed by Chiara Ferragni.[5] Intimissimi was one brand she used as a "symbolic vocabulary".[6] In October 2017, Intimissimi opened a 500-square-foot store on New York's Fifth Avenue.[7][8]

For the 2017 campaign Mario Testino photographed Serbian ex-sportswoman Ana Ivanovic, food writer Ella Mills, model Irina Shayk, and actress Dakota Johnson.[9]

In June 2020, Intimissimi launched the Infinity shelf service, a system which removes the risk of out-of-stock by drawing from the e-commerce window.[10] In 2023, the brand and Jennifer Lopez released the capsule collection 'This Is Me Now' in which the singer came out with a more mature body to show.[11]

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Intimissimi

View on Grokipedia
from Grokipedia
Intimissimi is an Italian and intimates brand launched in 1996, specializing in high-quality , bras, , , and loungewear for women and men, with a focus on sensual style, glamour, and Italian craftsmanship. The brand operates as a key division of the Oniverse Group (formerly Group), a multinational fashion conglomerate founded in , , in 1986 by entrepreneur Sandro Veronesi, who serves as its president and majority stakeholder. As of 2025, Intimissimi boasts an extensive global presence with 1,737 stores across 54 countries, including a dedicated men's line called Intimissimi Uomo introduced in 2014, emphasizing affordable yet premium products made with attention to detail and unique cuts. The brand's growth has been driven by its specialization in the intimates market, combining accessibility with a sophisticated aesthetic that appeals to a broad international audience.

History

Founding and Early Development

Intimissimi was established in 1996 by Italian entrepreneur Sandro Veronesi in , as an extension of the emerging Group, which he had founded a decade earlier to specialize in and legwear. The brand emerged during a period of growing demand for specialized intimates in , aiming to capture the market with a fresh approach to everyday that blended tradition and modernity. From its inception, Intimissimi concentrated on women's and intimates, emphasizing affordable Italian-style designs crafted from high-quality fabrics like and to evoke sophistication and comfort without prohibitive costs. Priced accessibly—such as bras under 30 euros—the initial offerings prioritized an excellent price-to-quality ratio, distinguishing the brand from more generic department store options while highlighting artisanal Italian craftsmanship. This focus on romance, glamour, and everyday wearability laid the groundwork for its appeal in the competitive European intimates sector. The brand's early retail strategy centered on compact, single-brand stores that provided a dedicated experience, beginning with openings in shortly after launch. The network experienced rapid domestic expansion in driven by franchise partnerships and centralized logistics support. Core product lines introduced during this phase included bras, , and vests, which solidified Intimissimi's positioning as an accessible luxury option tailored for the Italian and broader European market.

Expansion and Key Milestones

Following its initial establishment in , Intimissimi accelerated its growth in the early through a franchising model that emphasized expansion across . By the mid-, Intimissimi had expanded to hundreds of stores through in . In 2005, Intimissimi entered the U.S. market via a partnership with , which involved distributing its products through select Victoria's Secret stores as in-store boutiques. This collaboration, lasting until 2010, provided an initial foothold in and plans for up to 160 such boutiques by the end of 2006. In December 2023, the parent company rebranded from Group to Oniverse Group, reflecting its evolution into a diversified conglomerate. The brand launched its men's line, Intimissimi Uomo, in late 2014, extending its offerings to male customers with underwear, loungewear, and basics while maintaining the core focus on Italian craftsmanship. This addition supported further global diversification within the Oniverse Group (formerly Group), under which Intimissimi has operated since its inception, with headquarters in , . A major milestone in U.S. expansion occurred in October 2017 with the opening of Intimissimi's flagship store at 601 Fifth Avenue in New York City, spanning 3,500 square feet and serving as a showcase for the brand's collections. Building on this momentum, Intimissimi aimed to reach 100 stores in the U.S. by the end of 2024, with aggressive openings including 27 new locations in 2023 alone to achieve 70 stores that year. As of 2025, the brand continued its international push, exemplified by the September opening of its 10th store in London at Canary Wharf's Canada Place, enhancing its UK footprint.

Products

Women's Collections

Intimissimi's women's collections center on intimate apparel tailored for feminine comfort and elegance, featuring core offerings such as bras in , balconette, and wireless styles like bralettes and triangles, which provide varied support options from enhancement to everyday wear. Briefs include thongs, boyshorts, and fuller coverage in seamless or , while sets combine matching bras and with delicate detailing. Vests and tops offer lightweight layering in breathable fabrics, and pyjamas encompass sleepwear sets in soft for casual lounging or for luxurious nights. These items prioritize quality materials like for intricate designs, for smoothness, and for all-day comfort. Seasonal lines refresh the collection with trend-aligned pieces, such as the Autumn-Winter 2025/26 assortment that expresses authentic, modern through versatile garments blending comfort and style in soft hues and feminine silhouettes. These additions extend beyond basics, featuring trims and structured supports that evoke Italian sophistication while maintaining versatility for layering or standalone wear. Rooted in Italian heritage, the collections highlight made-in-Italy craftsmanship, using premium fabrics sourced and assembled in to ensure durability and refined aesthetics at accessible prices—many sets and coordinated pieces are priced under €50. Specialized offerings cater to diverse needs, including maternity and sleepwear in stretchy, seamless , boyshorts, and supportive bras designed for comfort during . Plus-size options extend up to F-cup bras in balconette and styles, available in and for inclusive sizing without compromising on style or fit.

Men's Collections

Intimissimi launched its dedicated men's line, IUMAN Intimissimi Uomo, in 2014 to address the growing demand for luxury and tailored to modern men; in April 2025, it was rebranded as IUMAN to celebrate its tenth anniversary. This extension of the original Intimissimi brand introduced essentials such as , boxers, t-shirts, vests, and pyjamas, primarily crafted from breathable and soft modal fabrics for everyday comfort. The collection emphasizes simplicity in design, with clean lines and neutral tones that prioritize functionality without ornate details. Key styles within the IUMAN Intimissimi Uomo range include seamless underwear for a smooth, invisible fit under clothing, versatile lounge sets comprising pajama tops and bottoms that transition from sleepwear to casual home attire, and cashmere-infused thermal pieces for added warmth during cooler seasons. The thermal with cashmere line, introduced as part of the brand's fall/winter innovations, features insulating layers like long-sleeve tops blended with modal and cashmere for lightweight yet cozy wear. These items reflect a minimalist aesthetic, focusing on superior fabric quality to enhance comfort, with basic pieces starting at around €10 to make premium essentials accessible. By the early 2020s, the men's collection expanded to include accessories such as in cotton, wool, and cashmere blends, alongside robes in or heavier fabrics for versatile loungewear options. This growth broadened the line's appeal, offering coordinated sets for complete at-home relaxation while maintaining the brand's commitment to Italian craftsmanship and durable, skin-friendly materials.

Operations

Retail Network

Intimissimi operates 1,737 stores worldwide as of 2025, spanning 54 countries with a strong emphasis on as its primary market. , the brand's home country, hosts the largest concentration, with 484 outlets reflecting its foundational presence. The follows as a key growth area, where Intimissimi has expanded to over 100 locations as of 2025, including recent additions in New York and regions such as a new store at in and further developments in malls. The retail network employs diverse store formats to adapt to local markets, including flagship boutiques that serve as premium showcases. For instance, the location in New York spans 500 square meters across multiple floors, offering an expansive display of collections. Smaller formats include mall-based stores, while franchise models dominate in regions like and the , enabling rapid international scaling through local partnerships. Store designs emphasize an intimate, boutique-style atmosphere infused with Italian-inspired , featuring elegant finishes, soft lighting, and curated displays that evoke and comfort. This approach creates immersive shopping experiences centered on luxury and loungewear. The brand also integrates efforts, such as in-store programs for garments, aligning with goals like 65% across its value chain by 2025. In 2025, Intimissimi continued its expansion with notable openings, such as its 10th store at Canary Wharf's in September, enhancing its footprint. Additionally, the brand launched "Feel the Billboard" experiential activations in October, featuring interactive, touchable outdoor installations in New York, , and to promote its Ultralight Cashmere line.

Digital and E-commerce Initiatives

Intimissimi launched its U.S. platform in 2017, coinciding with the opening of its first flagship store in , to support the brand's expansion into the American market. This integration allowed customers to access the full range of , underwear, and sleepwear collections online, with shipping available across all 50 states. By 2021, the brand's services were operational in 35 countries, reflecting a strategic push toward global digital accessibility. In June 2020, Intimissimi introduced an initiative to enhance the shopping experience by enabling customers to check real-time availability in nearby stores directly through the and reserve items for in-store pickup, bridging browsing with physical retail. This service minimizes out-of-stock frustrations and supports seamless transitions between digital and in-store purchases. The platform also features user-friendly tools, such as a bra size calculator that guides customers in selecting the correct fit based on measurements, along with detailed product size guides for various items. Key perks include free standard shipping on orders over $85 in the U.S. and complimentary returns within 30 days, encouraging risk-free . The site updates with weekly new arrivals, showcasing fresh collections in categories like , bras, and loungewear to keep offerings current. Following the 2020 omnichannel enhancements, Intimissimi's saw substantial growth, with online revenue reaching $346 million in 2024 and projected to increase by 10-15% in 2025. In late 2025, the brand released its official , featuring an AI-powered that delivers personalized product recommendations based on user preferences and browsing history. This app further integrates loyalty perks, such as exclusive promotions for members, contributing to the channel's rising share of overall sales.

Marketing and Branding

Celebrity Campaigns

Intimissimi has strategically partnered with high-profile celebrities to promote its and loungewear collections, emphasizing themes of , sensuality, and personal confidence in print and digital campaigns since 2015. These collaborations often feature diverse women from , sports, and modeling, highlighting the brand's focus on inner strength and allure through visually striking imagery. From 2015 to 2017, Israeli model served as the brand's global ambassador, starring in multiple seasonal campaigns that showcased Intimissimi's intimate apparel in elegant, story-driven ads. Malka's role included appearances in the Spring 2015 lookbook and the Winter 2015 campaign, where she embodied the brand's sensual aesthetic, contributing to its international visibility. In 2017, Intimissimi launched the "#InsideAndOut" campaign, photographed by , featuring actress , model , tennis player , and author Ella Mills as faces of empowered femininity. The ads portrayed these women in luxurious sets, underscoring themes of extraordinary inner and outer beauty to resonate with a global audience seeking confidence-boosting undergarments. This partnership marked a shift toward multi-celebrity endorsements, amplifying the brand's message of sensuality and self-assurance across digital platforms and print media. In 2023, singer and actress collaborated on the "" capsule collection, a limited-edition line of inspired by her personal journey of and . Photographed by Norman Jean Roy, the campaign ads depicted Lopez in delicate lace and silk pieces, blending sensuality with emotional depth to celebrate individuality, and was promoted through digital channels tied to her album release. For 2025, model became the U.S. brand ambassador, fronting the campaign launched in January, where she modeled the red "More Amore" set in sultry, empowering poses that highlighted themes of romantic confidence and allure. Additionally, supermodel and her daughter Leni Klum starred in the Ultralight with Cashmere campaign, released in October 2025, emphasizing timeless elegance and family bonds through ads focused on sensual comfort. A separate multigenerational campaign featuring Heidi, Leni, and Heidi's mother Erna Klum was released in November 2024. These efforts continued Intimissimi's strategy of using celebrity narratives to foster emotional connections with consumers through digital and print visuals focused on empowerment and sensuality.

Special Events and Collaborations

Intimissimi has organized the annual "Intimissimi on Ice" spectacle since 2014, transforming the historic Arena di Verona into a stage for world-class figure skaters, performers, and musicians, with the fourth edition held on October 6-7, 2017, featuring costumes designed by influencer . The event blends athleticism and , showcasing the brand's and apparel in elaborate, ice-themed productions directed by figures like Damiano Michieletto, drawing thousands of attendees and global broadcasts to highlight Intimissimi's elegant aesthetic. The brand's experiential marketing reached new heights in October 2025 with the "Feel the Billboard" out-of-home campaign in , , and , featuring interactive installations at street level where passersby could touch enlarged swatches of Ultralight Cashmere fabric to experience its softness firsthand. Launched on October 7, 2025, the activations at locations like 13th and Hudson in and select LA spots promoted the fall collection's innovative textiles, bridging digital advertising with tactile engagement to immerse urban audiences in Intimissimi's material quality. Earlier partnerships include a 2005 co-branded beauty line developed with , which introduced Intimissimi products like scented body care and accessories into VS stores, influencing the brand's expansion into complementary categories with an emphasis on refined, Italian-inspired formulations. This collaboration laid groundwork for ongoing beauty integrations in Intimissimi's offerings, such as seasonal lotions tied to themes. Intimissimi aligns its seasonal collections with contemporary fashion trends, incorporating on-trend fabrics like fluid silks, vibrant hues, and lightweight knits to refresh timeless pieces, as seen in the Autumn/Winter 2023 lineup with bold colors such as electric blue and the Fall/Winter 2024 cashmere series emphasizing ultralight innovation. These updates ensure the brand's intimates and loungewear evolve with seasonal palettes and textures, from scalloped laces in spring pads to cozy bamboos in winter sets, maintaining relevance in global wardrobes.

References

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  58. https://wwd.com/pop-culture/new-fashion-releases/jennifer-lopez-intimissimi-campaign-this-is-me-now-capsule-1235882820/
  59. https://fashionunited.com/news/fashion/intimissimi-launches-collection-with-jennifer-lopez/2023101956436
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  61. https://wwd.com/pop-culture/celebrity-news/emily-ratajkowski-intimissimi-us-brand-ambassador-1236719423/
  62. https://www.usatoday.com/story/entertainment/celebrities/2025/10/28/heidi-klum-daughter-leni-photos-intimissimi/86950165007/
  63. https://pagesix.com/2024/11/05/style/heidi-klums-mother-erna-80-joins-model-and-granddaughter-leni-in-intimissimi-campaign/
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  69. https://fablstyle.com/colour-and-craftsmanship-intimissimi-presents-its-new-lingerie-for-autumn/
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