Israeli fashion firm Delta Galil industries announced Monday that it is strategically merging two of its intimates businesses.
The global manufacturer, which distributes branded apparel lines for men, women and children along with private-label products for worldwide retailers, has merged its Bare Necessities lingerie marketplace with Brayola, its line of bras, underwear, swim and shapewear. The brands, now coexisting under the Bare Necessities name, will share marketing and sales channels.
According to Delta Galil, the move was made in order to strengthen its market position, using Brayola’s expertise in digital technology and social commerce to bolster Bare Necessities’ brand recognition. The merger will result in an enhanced intimates marketplace on BareNecessities.com that offers social shopping capabilities and fit technology alongside a large variety of merchandise, it added.
“This merger allows us to combine the merchandising strength of Bare Necessities and the digital technology and fitting expertise of Brayola to establish BareNecessities.com as the primary destination for women shopping online for intimates,” Isaac Dabah, CEO of Delta Galil Industries, said in a statement. Dabah added that the company is investing heavily in its e-commerce efforts, and noted that “this strategic move is the next step in our journey.”
In recent years, the firm has worked to expand its online presence across its portfolio of brands by building out their direct sales channels and orchestrating mergers and acquisitions that will better position them for success, he said. Bare Necessities, the largest intimates platform in the U.S., carries more than 160 brands and 6,400 styles, while Brayola has made a name for itself through its virtualized bra-fitting specialist, which relies on an algorithm built on crowdsourced data. Both were both acquired by Delta Galil in 2020.
“We’re thrilled to combine our innovative digital tools and fitting technology strengths with Bare Necessities’ extensive online offering to give even more women the opportunity to find the best-fitting, most comfortable bras and intimates,” Brayola founding CEO Orit Hashay added. “Technology has been core to Brayola’s DNA since our founding and this merger fully leverages our tools and expertise to create a better e-commerce shopping experience.”
In May, Delta Galil, which owns and operates Schiesser, Eminence, Athena & Liabel PJ Salvage and 7 for All Mankind, reported strong first-quarter financial results as retail emerges from the pandemic’s shadow. The company projected that its full-year 2021 sales will range between $1.78 billion and $1.82 billion—a jump of 5 percent to 8 percent from 2019 sales, which totaled $1.69 billion.
“We are very pleased with our growth momentum and strong first quarter results, which reflect three consecutive quarters of record operating margin,” Dabah said at the time. “Our operating profit increased significantly, driven by higher sales across all segments, with particular strength in our online sales.”