Intimissimi has pushed the button on its US retail expansion strategy by opening its first store in New York.
The 5,400ft2 store opened on Fifth Avenue, between 48th and 49th street, on Saturday. It follows the launch of Intimissimi’s first US store in New Jersey on December 15.
The opening is set to be followed by the roll out of 20 stores across the East Coast by 2018, Intimissimi’s parent company, Calzedonia, told US new site Mic.
Explaining where Intimissimi sits within the US market, Marcello Veronesi, country manager for Calzedonia USA said in an email: “We want to be really focus on the product and quality.”
“We are vertically integrated, which means we control all production processes and are really flexible to be able to launch new items [and] styles,” he continued.
“One thing that makes our brand stand out is that every week our stores receive new fashion collections and products. Intimissimi and Calzedonia are fast retailers — developing products from idea to the in-store delivery only takes a few weeks — which is a unique thing we’re able to offer customers.”
In the new New York store, each sales attendant will be fully trained in bra fitting and styles will be available in 32-40 backs and cups sizes A-E.