The shopper: Intimissimi brings Latin flair to underwear

Most people would assume that Victoria's Secret dominates the world's lingerie market, but Italian rival Intimissimi is giving them a good run for their money, helped somewhat by the fact that you can get Intimissimi products in selected Victoria's Secret stores.

Created by the Calzedonia Group in 1996, Intimissimi has around has 1,150 sales outlets in 29 countries. In July it opened its first Asia outpost on Queen's Road Central alongside other imports such as Topshop.

The two storey space dwarfs the Victoria's Secret store in IFC measuring a whopping 10,062 sq ft. The vibe is also dramatically different, with a clean, fresh design that is more modern than sexy and with a focus on Italian fabrics and design. And it stocks more than just lingerie, with a wide selection of sleepwear and loungewear, too.

Since Intimissimi is considered a high-street store, prices are quite competitive with basic bras averaging around HK$300. That being said it also boasts luxurious ranges as well a bridal collection. And keep an eye out for its small but chic collection of knits featuring lace bodysuits, sheer jersey sweaters and pleated tops for autumn.

Interestingly, there is also a men's collection featuring "homewear" alongside underwear, including items such as crew necks, canvas pyjamas and tartan trousers made from brushed fleece.

divia.harilela@scmp.com

Intimissimi, Peter Building, 62 Queen's Road Central, Central, Hong Kong, tel: 2399 7080