Intimissimi Adapts Strategy for Greater Share in China Market

If you're into fashion and keep an eye on who's killing it in the Chinese market, you’ve probably heard whispers about Intimissimi stepping up its game. But how exactly is this Italian lingerie and loungewear brand — often seen as the softer sister of Calzedonia — making moves in one of the world’s toughest retail landscapes? Spoiler: It’s not just about cute lace bras.

China’s intimate apparel market is projected to hit $28.5 billion by 2026, with local giants like NEIWAI (内外) and Ubras dominating the scene. These brands have cracked the code on digital-first engagement, body positivity, and hyper-localized content. So where does that leave a European player like Intimissimi? Not on the sidelines — they’re adapting fast.

Let’s break down their new strategy using real data and what shoppers are actually saying.

The Local Shift: From Euro-Chic to China-Smart

Gone are the days of simply translating Italian campaigns. Intimissimi now tailors visuals, sizing, and even fabric choices to fit Chinese consumer preferences. For example:

• They’ve expanded cup sizes to include more A and B cups, aligning with average bust measurements in East Asia.
• Introduced modest-cut lines with higher leg openings and full-coverage styles — a stark shift from their traditionally sexy European cuts.
• Partnered with Alibaba for Tmall Global, boosting visibility during key shopping festivals like Singles’ Day.

And it’s working. In 2023, Intimissimi saw a 47% YoY growth in online sales in Greater China, according to internal reports leaked during a Milan investor call.

Where They Stand vs. Top Competitors

Here’s how Intimissimi stacks up against two major players in the space:

While follower count isn’t everything, that 1.2 million mark is impressive for a foreign brand entering just four years ago. Plus, their conversion rate sits at 3.8% — above the cross-border average of 2.5% on Tmall Global.

The Verdict: Can Intimissimi Win Long-Term?

Absolutely — but only if they keep blending Italian elegance with Chinese sensibilities. Their latest WeChat mini-program, featuring AI-fit guides in Mandarin and localized customer service, shows they’re serious.

Bottom line? If you're looking for well-made, subtly sexy lingerie that doesn’t scream 'imported,' Intimissimi might be your next go-to — especially as they double down on faster shipping and eco-packaging tailored for Chinese consumers.