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Industry Talk

Merger of Bare Necessities and Brayola

Combining digital fit innovation with a broad product offering.

8th June 2021

Innovation in Textiles
 |  Tel Aviv, Israel


Delta Galil Industries, the manufacturer and marketer of branded and private label apparel, headquartered in Tel Aviv, Israel, is to merge its Bare Necessities and Brayola women’s intimates business units.

The company believes the move will strengthen its position in the market segment by combining Brayola’s digital technology and social commerce expertise with Bare Necessities’ strong product offering and global brand recognition, to create an enhanced intimates marketplace on that offers the best in social shopping, variety and quality of merchandise, and fit technology.

© Delta Galil

“Delta Galil is committed to investing in digital innovation in order to enhance the online shopping experience and this strategic move is the next step,” said Isaac Dabah, CEO of Delta Galil Industries. “This merger will allow us to establish as the primary destination for women shopping online for intimates.”

Over the last few years, Delta Galil has focused on strategically building its e-commerce presence, investing in its owned brands’ digital offerings and in strategic acquisitions. In 2020, the company acquired both Bare Necessities, one of the most well-known intimates e-commerce marketplaces and the largest intimates platform in the US, with more than 160 brands and 6,400 styles, and Brayola, an online bra-fitting specialist whose unique algorithm uses crowdsourced fit data to improve and personalise the customer experience.

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