Israeli apparel maker Delta Galil merges Bare Necessities & Brayola

08 Jun '21
2 min read
Pic: Delta Galil
Pic: Delta Galil

Israel-based apparel manufacturer and marketer Delta Galil has announced the strategic merger of its Bare Necessities and Brayola women’s intimates business units to strengthen its position in the intimatewear market segment.

The company is combining Brayola’s digital technology and social commerce expertise with Bare Necessities’ strong product offering and global brand recognition to create an intimates marketplace that offers the best in social shopping, variety and quality of merchandise, and fit technology.

“Delta Galil is committed to investing in digital innovation in order to enhance the online shopping experience and this strategic move is 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 establish as the primary destination for women shopping online for intimates,” CEO of Delta Galil Industries Isaac Dabah said in a statement.

“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,” said Orit Hashay, founder and CEO of Brayola. “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.”

Over the last few years, Delta Galil has focused on strategically building its e-commerce presence, investing in its owned brands’ digital offerings and in strategic M&A transactions.

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

The merger of the two brands will allow Delta Galil to continue to drive growth in its digital segment, the statement said.

Fibre2Fashion News Desk (KD)

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