Massimo Dutti Unveils First Full Intimate Apparel Collection

Massimo Dutti is seduced by lingerie. The Inditex group brand diversifies its women’s fashion offer with the launch of the first lingerie capsule collection, available exclusively online and with a price range starting at €30 per piece.

With twenty references that display a chromatic range of black, brown and off-white, the first collection is marketed exclusively online and is available worldwide, with the exception of Arab countries and China.

Until now, the chain had a men’s underwear line, which focuses on the launch of various collections throughout the year, and includes underwear, pajamas and nightwear.

Massimo Dutti completes its men’s intimate apparel offer with its first lingerie collection

Massimo Dutti bets on lingerie in relief of Oysho’s strategy, which abandoned two years ago the underwear and homewear with which it was born in 2001. The company’s decision was part of a change of concept by which Oysho became, until now, a chain only of sportswear and lifestyle.

For its part, Zara is also betting on intimate fashion, with the launch of some collections that include capes, dresses, corsets and skirts, as well as bras and panties. In selected stores, the lingerie offerings are displayed in a dedicated space.

Massimo Dutti closed the first half of the year with the only drop in sales in the company as a whole, down 1% to €895 million, compared to €904 million a year ago.

Massimo Dutti has also slightly reduced its weight in Inditex’s total sales , to 4.88%, compared to 5% a year ago. The company has highlighted, however, that at constant exchange rates, sales have increased in all chains, including Massimo Dutti.