Intimissimi Tel Aviv

Intimissimi was launched in 1996 in Dossobuono di Villafranca di Verona by Sandro Veronesi, founder of the Calzedonia hosiery group, as the group's dedicated underwear line. The brand's original pitch was Italian-made bras priced under 30 euros, an attempt to raise the average lingerie price point without abandoning mass-market accessibility. It expanded quickly: by 1998 it had 80 stores in Italy alone, and within a decade it had grown to more than 1,000 points of sale across Europe. The product range later broadened from lingerie into knitwear and loungewear, though bras and briefs for men and women remain the core category. This branch operates inside the Azrieli mall complex in Tel Aviv, part of the brand's wider international expansion outside its home Veronese base under the Calzedonia group, which also owns Calzedonia hosiery and Tezenis.