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Tel Aviv – Israeli seamless wear specialist Delta Galil is to merge its Bare Necessities and Brayola women’s intimates businesses.

“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 BareNecessities.com as the primary destination for women shopping online for intimates.”

The move is predicated on strengthening Bare Necessities position as a leading marketplace for women by leveraging Brayola’s digital technology and social commerce experience.

Over recent years, it’s reported that Delta has focused with great interest on building its e-commerce presence while monitoring the landscape for strategic acquisitions.

The Tel Aviv-based firm bought Bare Necessities in 2020, which was recognised at the time as one of the most well-established intimates marketplaces having convened more than 160 brands and 6,000 styles.

Combining it with Brayola then, customers will be able to leverage its online bra-fitting tool that uses an algorithm and crowdsourced fit data to improve the purchasing experience.

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