May 3, 2017 by ckilkus
Intimissimi Expands in the U.S.
Intimissimi has big plans for the U.S.
The intimate apparel line, which is owned by the Calzedonia Group, opened its first U.S. store last year at the Garden State Plaza mall in Paramus, New Jersey, and introduced its second location at Roosevelt Field Mall on Long Island in March. This July it will open a Fifth Avenue flagship that will carry product from Intimissimi and its sister brand Calzedonia, which sells socks, hosiery and swimwear.
“The biggest challenge in the U.S. is to be perceived as unique,” said Marcello Veronesi, country manager for Intimissimi. “This is a huge country and every single player is here. We need to be perceived as different from the others.”
According to Veronesi, Intimissimi, which is based in Verona, Italy, is priced similarly to Victoria’s Secret but is mostly Italian made and more fashion forward — they deliver new fashion collections in store each week. While Intimissimi’s retail footprint is larger — they have around 4,200 stores globally and Victoria’s Secret’s has around 1,100 — the stores are much smaller with more of a boutique feel. Around 70 percent of these stores are run through franchise partnerships.
“We don’t have a huge assortment,” said Veronesi. “We don’t pretend to