Intimissimi Lingerie will launch in the US with a refined alternative to …

Competition: Italian lingerie retailer Calzedonia (left) announced it will open stores in the US in the hopes of dethroning Victoria’s Secret (right), which has been the top intimate apparel brand for decades

Options: Calzedonia, which owns Intimissimi lingerie, wants to give American women an ‘alternative’ to Victoria’s Secret

The 55-year-old businessman, whose company sold $2.5 billion worth of intimate wear and clothing last year, revealed: ‘We will start maybe from New York, which is a fashion city, and then we will expand in the major cities.’ 

While many people in the US may not have heard of Calzedonia, which offers styles a bit more elevated than Victoria’s Secret at a similar price point, the retailer has a massive presence in Europe.

High style: The company, which includes Intimissimi lingerie, Calzedonia socks, stockings and swimwear, and Falconeri clothing, offers styles a bit more elevated than Victoria’s Secret at a similar price point

Rivals: The Italian retail giant has more than 3,800 stores internationally, while Victoria’s Secret has only 1,100 outposts throughout the US, UK and Canada

Starting small: Calzedonia Group’s billionaire owner Sandro Veronesi, 55, says the retailer will first open stores in New York, and then expand from there

Empire: L Brands, Inc., which owns Victoria’s Secret (worn by the model above), has a market value of $24.7 billion, while Calzedonia Group is currently valued at $2.8 billion

Different looks: The Italian company offers styles that are more refined, but Victoria’s Secret plays to a younger consumer, as seen in the above ad

Colorful: Victoria’s Secret lingerie includes a number of brightly colored options, like the piece seen above, while Calzedonia uses a more subdued palette

Financially, the Italian retailer is far behind the American lingerie brand, but Sandro hopes to change that by creating outposts in the US.

Calzedonia is currently valued at $2.8 billion, while L Brands, Inc., which owns Victoria’s Secret, has a market value of $24.7 billion.

And just like the American retailer, whose annual runway show is one of the fashion industry’s most hyped events, Calzedonia is also putting on a spectacle using celebrity influencers.

Double-dealing: Portuguese stunner Sara Sampaio, 24, has modeled swimwear for both competing brands. Above, she’s seen wearing Calzedonia swimwear

Surf’s up: Sara is seen rocking a mermaid-inspired bikini in the above Calzedonia ad

Different look: Sara wears a Victoria’s Secret bikini in the above Facebook shot

Similar tactics: Both competing labels put on annual runway shows. Above, a model struts in Calzedonia swimwear

Work it: The Italian brand’s catwalk shows are far more subdued than Victora’s Secret’s much-hyped spectacles 

Elaborate: The annual Victoria’s Secret Fashion Show is broadcast on TV to millions of viewers

Last weekend, the company held its second Intimissimi on Ice show in Verona, which featured a musical performance by Ellie Goulding, 28, and Olympic ice skaters wearing costumes from the label.

‘Every brand is trying to communicate with customers in a better way, in a more efficient way, in a novel way, because certainly customers are tired of the same communication,’ Sandro shared. 

‘The idea is to offer a show – it’s a way to make the brand more welcoming, more interesting, more up-to-date,’ he added.

In terms of celebrity power, the Italian company also stands as a rival to Victoria’s Secret. 

Big guns: Calzedonia enlisted Ellie Goulding, 28, to perform at its second-annual Intimissimi on Ice show in Verona 

Celebrity power: Sandro hopes that the Intimissimi on Ice show will get more consumers to connect with the brand

Hard to top: Taylor Swift, 25, is just one of the huge names who has taken the stage at the Victoria’s Secret Fashion Show

Big deal: Ariana Grande, 22, performed at the Victoria’s Secret Fashion Show in 2014. Above, she’s seen singing as model Elsa Hosk, 26, walks the runway 

Julia Roberts, 47, is the current face of Calzedonia, starring in a series of commercials and ads for the brand.

Meanwhile, the company also shares some well-known models with Victoria’s Secret.

Danish beauty Nina Agdal, 23, and Portuguese stunner Sara Sampaio, 24, have modeled swimwear for both competing brands.

It remains to be seen whether Calzedonia can take on America’s top lingerie retailer, but the company sure is pulling out all the stops.  

Share or comment on this article

Comments (26)

Share what you think

• 
  
  Newest
• 
  
  Oldest
• 
  
  Best rated
• 
  
  Worst rated

The comments below have not been moderated.

The views expressed in the contents above are those of our users and do not necessarily reflect the views of MailOnline.

Who is this week’s top commenter?
Find out now

Share and Enjoy