Delta Galil Industries to merge lingerie brands

Delta Galil Industries is strategically merging its Bare Necessities and Brayola divisions to create an “enhanced” women’s intimates marketplace.

Both lingerie brands will be housed under BareNecessities.com as Delta Galil Industries looks to strengthen its position on the global intimates market while also highlighting each brand’s individual assets.

In a statement, parent company Delta Galil Industries said that the move would incorporate Brayola’s digital technology and social commerce expertise with Bare Necessities’ strong product offering and global brand recognition. This will create an enhanced intimates marketplace that will offer “the very best in social shopping, variety and quality of merchandise, and fit technology”.

Isaac Dabah, chief executive of Delta Galil Industries, said: “Delta Galil is focused on buying digital innovation so as to improve the online shopping experience which strategic move may be the next step in our journey.

“This merger allows us to combine the merchandising strength of Bare Necessities and the digital technology and fitting expertise of Brayola to determine BareNecessities.com as the principal destination for women shopping online for intimates.”

Lingerie brands Bare Necessities and Brayola to merge
Orit Hashay, founder and chief executive of Brayola, added: “We’re thrilled to incorporate our progressive digital tools and fitting technology strengths with Bare Necessities’ extensive online offering to give a lot more women the opportunity to find the best-fitting, most comfortable bras, and intimates.

“Technology has been core to Brayola’s DNA since our founding which merger fully leverages our tools and expertise to create a better e-commerce shopping experience.”

The Tel Aviv, Israel-based company has been centered on building its e-commerce presence, buying its owned brands’ digital offerings, and in strategic merger and acquisitions recently.

In 2020, the business acquired both Bare Necessities, the most well-known intimates e-commerce marketplaces and the largest intimates platform in the US, with an increase of than 160 brands and 6,400 styles, and Brayola, an online bra-fitting consultant whose unique algorithm uses crowdsourced fit data to boost and personalise the client experience.

Delta Galil Industries is a global manufacturer and marketer of branded and private label apparel products for men, women, and children. Its brands include 7 For All Mankind, Splendid, and PJ Salvage. Furthermore, it sells its products under brands licensed to the business, including Calvin Klein, Columbia, Spalding, Tommy Hilfiger, and Wilson.