Italian fashion brand opens first Indian store

Italian brand Yamamay has opened its first outlet in New Delhi to sell its latest range of lingerie and sleepwear. The store at the popular Select Citywalk mall in South Delhi also sells CR7 Underwear collection by Cristiano Ronaldo. “India has long been a key destination for the world’s most soughtafter fashion brands and we believe that Yamamay’s reinforced presence in the market is not only a significant step for the brand’s international footprint but also brings consumers the calibre of international fashion they deserve,” said Gianluigi Cimmino, Chief Executive Office of Pianoforte Holding, which owns Yamamay.

Hitting the market in 2001, Yamamay, which has 700 stores across the world, is known for underwear, lingerie, corsetry, swimwear, nightwear, clothing, and accessories.

Anurag Ahuja, Director of Shopaholics, which has partnered with the brand, said: “It’s our pleasure to launch the first Yamamay store. Our mission is to enter into the heart of every Yamamay woman, making the store an emotional and engaging environment, a parallel world where consumers can fully benefit not only from our products’ excellent quality/price ratio, but also from the added value represented by the desire to escape from everyday life, to differentiate oneself from standardized choices by purchasing our striking collection.”