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Victoria's Secret Boosts "Boutique-y" Image

(Filed Under wholesale Lingerie News). There is no question about it; people love to complain about Victoria's Secret. Many retailers claim to carry better-quality intimates than the giant, while consumers gripe that their bra size range of 34 through 38, A through DD, does not cater to full-busted and plus-size women. Perhaps to remake their image and add a "boutique-y" flair to their product offerings, Victoria's Secret carries designer brands at select stores; most notably, Intimissimi out of Italy, which is also shown in the retailer's catalog.

And don't bother searching for Intimissimi at your local boutique; the only place to find the brand within the United States is Victoria's Secret, its exclusive U.S. carrier. Victoria's Secret markets Intimissimi as "exquisite Italian lingerie," and sells its lacy and silk bras, panties and loungewear for $18 to $68, relatively affordable for a designer lingerie brand. Intimissimi's website does not list pricing.

Although little-known in the United States, Intimissimi is well established throughout Europe, and also produces men's underwear and basics. Founded by the swimwear and hosiery company Calzedonia in 1996, the brand currently boasts over 1,000 freestanding franchise shops worldwide in countries including Austria, Croatia, Mexico, Greece, Hungary and Lebanon.

The U.S. market seems to responding well to the brand. Responses on included that Intimissimi is "the best" and "both comfortable and sexy" as well as affordable and high quality.

Victoria's Secret's 58th Street and Lexington Avenue New York City location, opened in December 2008, also carries the Victoria's Secret Designer Collection, which includes brands like Pleasure State, Rosanna Ansaloni, Princesse Tam Tam and Flora Nikrooz.

more wholesale Lingerie News >>

Published 07-27-2009 by Amanda Torres Price

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