Yamamay, a leading Italian lingerie and swimwear brand, which boasts of not one but two international supermodels as the face of the brand, was launched by ODEL, the premier fashion and lifestyle retailer in the country, at a packed gathering attended by Colombo’s elite. “As the premier fashion and lifestyle retailer in the country, carrying a host of international fashion labels in our stores, ODEL is ever focused on introducing a larger diversity of globally renowned brands to our discerning and fashion conscious customers. There has long been a void in the market for high quality, exclusive intimate wear for ladies. A growing base of fashionable women are seeking elegant and comfortable intimate wear which makes them feel good, and we are confident that with the introduction of Yamamay, we can both fill this void and make available a wider range of exclusive and fashionable lingerie, swimwear, and sleepwear to our customers right here in Sri Lanka,” said Softlogic Holdings PLC Group Director Marketing Desiree Karunaratne. “It gives me great pleasure to be here in Sri Lanka for the launch of Yamamay, an iconic Italian brand,” said Pianoforte Group CEO Francesco Pinto, who flew down especially for the launch along with an entire team from Yamamay Italy. “We are extremely delighted to set foot in Sri Lanka with our association with ODEL – Sri Lanka’s favourite fashion and lifestyle department store, who will be exclusively retailing our latest range of exquisite ladies intimate wear to the Sri Lankan market. Yamamay offers a fashionable range of lingerie from essentials to innovative intimate wear such as the revolutionary Space bra and Sculpt shapewear. Sri Lanka offers us huge growth opportunity, considering the size of the burgeoning intimate fashion and lifestyle market which is currently growing at 15% CAGR. “Yamamay fulfils a huge underlining gap in intimate wear in Sri Lanka and will also carry the largest swimwear collection to date to be offered in the country for its customers. We will launch our first exclusive store in the upcoming Shangri-La mall, in the summer of 2019, to provide a holistic experience of the brand Yamamay.” Yamamay’s Brand Ambassador, Kate Upton, one of the most famous Sports Illustrated swimsuit models in the world, along with Supermodel Eva Herzigova, who has come on board to promote Yamamay’s fabulously feminine Christmas collection, will no doubt bring to the brand added allure and glamour. “In addition, Yamamay has collaborated with a host of top international models and figures, including Naomi Campbell, Jennifer Lopez, Emily Ratatojski, and Izabel Goulart, and most recently with the famous soccer player Cristiano Ronaldo! Established in 2001, Yamamay has fast become one of Italy’s leading brands in the lingerie, fashionable sleepwear, and beachwear segments, with over 700 stores worldwide including Dubai, London, Cannes, Barcelona, and many others. Yamamay’s product range includes underwear, lingerie, corsetry, swimwear, nightwear, clothing, and accessories. Its mission is to make every store experience emotional, creative, and engaging, where the consumer can benefit from the excellent quality to price ratio. “The Yamamay products are glamorous, sexy, colourful, and elegant. They are designed for fashion conscious customers and perfectly embody Italian excellence and style,” said Karunaratne. Lightness, innovation, technology, and comfort are the hallmark of Yamamay, creating a range of products that are in short par excellence! Yamamay is now available exclusively at ODEL, Alexandra Place and at ODEL, Colombo City Centre.