Intimissimi man changes its name and becomes IUMAN. Is rebranding a risk? Veronesi: « Yes, but calculated »

When Achille Lauro moves forward in the white tank top by attacking his Bam Bam Twist surrounded by satellites in orbit on the maxi screens, the audience of 1200 people explodes (Stefano De Martino and Nicolò Devitiis also explodes in the front row). Spatial scenographies, but here in Verona at the Oiverse headquarters the « launch in the future » is for IUMAN, the new name of Intimissimi Man, easily intuitive and international for a brand that in 10 years, from the first teacher on Brescia, at the end of 2025 will reach 500 in the world of which 250 in Italy, as Matteo Veronesi, brand leader of the brand and member of the CDA of the group founded by his volcanic. Parent, Sandro, who this time, after many research, decided all instinctively: « He contains the word man ».
In the era of maximum male hedonism, the moment is propitious. Intimissimi man in recent years has grown at a rhythm of 30 percent a year, against the 10th of the woman, recalls Matteo Veronesi, who incites the audience of vendors (men are a minority) to keep the enthusiasm high. The models parade with the garments that retrace the history of the brand, from the first boxer in supetima cotton to the proposals in the new fabrics, such as the Premium Cotton, « which we call cotton silk for its soft and shiny hand and is therefore also suitable for t-shirts and pajamas- because in the meantime the brand has enlarged the Life Style- up to the way to envelop the ability to wrap the ability to wrap softly ».

« The man is more basic than the woman, but has learned to buy for herself and knows how to appreciate the quality of the materials, » explains the manager. The underwear has become an element of style, the external t-shirt is chosen in the same fabric as the boxer, but must always respond to comfort, resistance and therefore quality and innovation needs. The adherent boxer is the piece of the moment, with 20 models produced, including the long knee -length ones that Nordici likes. But the brief with a particularly appreciated thong variant in the South is also resumed.
On the catwalk acrobat dancers in space suit are unleashed and reveal the boxer « the indestructible », with super resistant seams. The new collection of swimwear, fluorescent color or en pending shorts with the linen shirt, to be ready for the cocktail, also parades.
Is fashion-mare in crisis? «No, indeed it is in great recovery. Also thanks to Smart Working and the desire to live the moment – explains Veronesi -. And the underwear also grows because we are a bit between fashion and wide consumption ».
The new signs have already been repositioned. «The future of IUMAN also provides for the redevelopment of the boutiques, which will enlarge starting from that of Corso Vittorio Emanuele in Milan. The goal? « A more polite growth, focusing on the lines of value ».
Sandro Veronesi recalls that, becoming independent, Intimissimi man has left more space to the woman. «Of course, rebranding is always a risk, but it is calculated because with this further step we go more and more towards specialization; The idea is to have a brand that is immediately associated with the product by potential customers. And then we have no competition – he admits -. Everyone sells costumes and socks, but no large chain also sells intimate and this is our strength, because we know how to fulfill the need for customers, offer qualities and performances at a reasonable price ».
And the duties? « We are a vertical company that can decide how to produce and our distribution is above all in Europe ».