Yamamay to Expand Bra Line

Me Yamamay sales strong.

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MILAN — In a bid to outdo competitors, Italian lingerie and swimwear retailer Yamamay is looking to bank on its new technologically advanced bra line, called Me Yamamay.

This story first appeared in the August 11, 2008 issue of WWD.  Subscribe Today.

The seamless polyurethane bras are molded to provide extra comfort and wearability. Two layers of microfiber are melded at high temperatures and completely cover the outer surface for added smoothness.

The materials used to create the bras are sensitive to body temperature and change shape for a heat-activated custom fit.

According to Rina Garda, chairman of Inticom, Yamamay’s parent company, the bra’s brisk sales have led the company to begin creating a larger selection of styles and colors for next year. There is a single style in white, black and beige.

Propelled by a 30 percent increase in sales last year, the seven-year-old Yamamay posted retail sales of 95 million euros, or $150 million, and plans to expand its 500-store retail network. The current year forecast is to reach 115 million euros, or $181 million, in revenues.

Yamamay also is reaping the benefits of a partnership with Jennifer Lopez sealed last year to produce and sell the singer’s JLO-tagged innerwear. The line’s 2008 sales target is to surpass 15 million euros, or $23.6 million.

Garda said she is considering growing the business in the U.S., though there are no plans for a flagship. That said, the company is working on expanding its online store, launched in December 2006, to include all of its collections, and executives are hoping to extend availability outside the European Union and eventually to the U.S.

For the time being, Yamamay is focusing its retail attention on its newest markets: Spain, Germany and England. The brand has 30 international outposts in Europe, Russia and China, and opened two units in Barcelona that raked in sales of $3.9 million. An opening in London is scheduled for the end of October.

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