Intimissimi opens its new boutique on Via Montenapoleone A new chapter built on listening

Intimissimi opens its new boutique on Via Montenapoleone, at the corner with Via Manzoni: an iconic address marking a key milestone in the brand’s history. This is not just a new opening, but the culmination of a thirty-year journey built alongside the women who have chosen, worn, and accompanied the brand through its continuous evolution. "Montenapoleone represents a major showcase for Intimissimi worldwide," says Matteo Veronesi, CEO of Intimissimi. "With this opening, we want to further strengthen the brand's presence among our international audience. For Americans, Asians, and Middle Eastern customers, this street is the pinnacle of shopping, and being here gives us an authority they can also recognize in their home markets."

Intimissimi, a brand evolving with women

For thirty years, Intimissimi has grown following the cultural, generational, and style changes of its customers. Listening is the starting point and the heart of the creative process. With 1,737 stores in 54 countries – 484 of which are in Italy – the brand relies on a widespread retail network that represents the primary source of real insights. "Over the years, we have learned to follow our clients in their growth, both in age and tastes," Veronesi explains. "Our offering has diversified, shaped around the different needs of bodies, backgrounds, and nationalities. Listening, combined with increasingly attentive service, has brought us to where we are today."

Montenapoleone opening and exclusive capsule

To celebrate the opening, Intimissimi presented a special edition capsule: 16 tailored silk pieces in the must-have Burgundy shade. Iconic models Bellissima, Sofia, and Emma are reinterpreted in a precious version, alongside printed silk lingerie, a contemporary kimono, and a long Rose Satin robe with a fluid, scenographic cut.

The boutique spans three levels over 250 m². Untreated light ash wood, natural stone, champagne metal, and neutral tones create an elegant and welcoming atmosphere. The first floor hosts the bras bar: a space dedicated to corsetry, designed as a personal dressing room experience. The upper level, Natural Intimates, celebrates the brand’s signature natural fibers – silk, cotton, cashmere, merino, and bamboo.

Innovation starts with listening

In an intimate apparel market often seen as static, Intimissimi continues to invest in research and innovation. This approach stems from cross-sector inspiration and the sensibilities of the younger audience. "There are few leading lingerie brands left, so our role is to reinvent the category," explains Veronesi. "We take inspiration from other sectors, we travel, we observe. And we listen closely to our younger customers: today we are very trendy on TikTok and gather many of their requests. This is how we innovate in a market often perceived as static."

Looking to the future

2026 will mark an important milestone: the brand’s 30th anniversary. A celebration coinciding with a phase of renewal and consolidation. "We are in a phase of great maturation, like a fine wine," says Veronesi. "We want to further improve our stores, expand them, and offer increasingly special collections. It’s not about opening everywhere, but about growing in quality."