Intimissimi

Intimissimi is an Italian clothing label that was established in 1996. The brand is known for its specialization in bras, briefs, lingerie, vests, and pyjamas for both women and men. The founder of Intimissimi is Sandro Veronesi, and the brand is a part of the Calzedonia S.p.A. group. Over the years, Intimissimi has become synonymous with a certain elegance and sophistication in the intimate apparel industry, offering products that combine the latest trends with comfort and quality.

The brand's journey began with a focus on the Italian market but quickly expanded internationally. By 2006, Intimissimi had opened over 1,000 single-brand stores around the world, marking its presence on a global scale. The brand's growth strategy included a partnership with Victoria's Secret in 2005, which allowed Intimissimi clothing to be sold through Victoria's Secret stores in a third-party partnership arrangement. This collaboration also led to the creation and launch of an Intimissimi beauty line within Victoria's Secret stores and the distribution of Intimissimi products in Victoria's Secret's outlet stores.

Intimissimi has been active in marketing and advertising, employing various models and celebrities to become the face of the brand. In 2015, model Shlomit Malka led the company's international advertising campaigns. She was later replaced by actress Dakota Johnson in 2017. That same year, Intimissimi launched its fourth edition of Intimissimi on Ice at the Verona Arena, with costumes designed by Chiara Ferragni. The brand also made a significant retail expansion by opening a 500-square-foot store on New York's Fifth Avenue.

Innovation has been a key part of Intimissimi's approach to retail and customer service. In June 2020, the brand launched the Infinity shelf service, a system designed to eliminate the risk of out-of-stock situations by integrating with the e-commerce platform. More recently, in 2023, Intimissimi collaborated with singer Jennifer Lopez to release the capsule collection 'This Is Me Now', showcasing a more mature body image.

Intimissimi continues to confirm its strong attention to the digital world and millennials, establishing a significant authority and share of voice on major social media platforms. The brand's commitment to sustainability, digital innovation, and understanding the evolving needs of its customers has positioned it as a leading label in the intimate apparel sector.