Intimissimi

Italy's Intimate Apparel Chain That Conquered the World

The Calzedonia Group's Intimate Vision (1996)

Intimissimi was launched in 1996 by the Calzedonia Group — an Italian conglomerate founded by Sandro Veronesi in 1986 in Verona. The Calzedonia Group had already built a successful hosiery and beachwear chain, and Intimissimi represented its expansion into intimate apparel: bras, underwear, sleepwear, and loungewear.

The brand was conceived with a clear positioning: Italian design sensibility at accessible prices. While La Perla and other Italian luxury houses served the top of the market, Intimissimi aimed to democratize Italian lingerie — making the romance, quality, and style associated with Italian intimate apparel available to every woman.

The Italian Advantage

Intimissimi leverages Italy's unique position in the global fashion ecosystem. Italian design, Italian fabric sourcing, and Italian aesthetic sensibility give the brand an authenticity that competitors struggle to replicate. When an Intimissimi campaign says "Italian lingerie," it carries genuine meaning — the brand is designed in Italy, draws on Italian textile traditions, and reflects Italian attitudes toward beauty and sensuality.

The brand's design language is characteristically Italian: romantic without being overwrought, sensual without being explicit, and always attentive to color, fabric, and detail. Collections feature rich jewel tones, delicate lace trims, and silk-blend fabrics that feel luxurious without the luxury price tag.

Global Retail Expansion

Intimissimi's growth has been driven by an aggressive retail expansion strategy. The brand now operates over 1,800 stores across more than 50 countries — making it one of the largest lingerie retail chains in the world.

Store locations are strategically chosen for high foot traffic: major shopping streets, premium malls, and city centers. The stores themselves are designed to create a warm, welcoming atmosphere — a marked contrast to the intimidating environments that many lingerie stores can present.

Celebrity and Marketing

Intimissimi has cultivated high-profile brand ambassadors to drive awareness. Gisele Bundchen, Irina Shayk, and other international models have fronted campaigns. The annual "Intimissimi on Ice" show — a lingerie fashion show performed on ice in the Arena di Verona, the ancient Roman amphitheater — became a signature marketing event that combined Italian heritage, spectacle, and intimates in a uniquely memorable format.

The Cashmere and Ultralight Collections

Beyond traditional lingerie, Intimissimi has built particular strength in loungewear and layering pieces. The "Ultralight" collection — featuring incredibly thin, warm base layers — has become a cold-weather essential across Europe. The cashmere and silk blend tops have achieved cult status among fashion editors who value the quality-to-price ratio.

Scale and Impact

The Calzedonia Group, Intimissimi's parent company, generates over 2.5 billion euros in annual revenue across its brands. Intimissimi is the group's intimate apparel pillar, contributing significantly to this figure. The brand demonstrates that scale and Italian design sensibility are not mutually exclusive — that a chain with 1,800 stores can still feel romantic, personal, and authentically Italian.