LINGERIE chain Intimissimi, which is operated by Calzedonia, plans to start opening stores dedicated exclusively to men’s bodywear. Within the next six months, the chain plans to open six such dedicated stores in the Brescia area in Italy, bringing the total up to 30 by the end of 2015. Currently, men’s underwear and nightwear are included in the assortment of selected Intimissimi stores and are proposed by the brand’s online store.
Without doubt, the decision to dedicate some stores entirely to men’s bodywear was taken only after in-depth research had confirmed the viability of the project. This suggests that Intimissimi stores for men will win a significant share of men’s bodywear sales in all areas where they open.