Yamamay

Mame Yamamay

An Italian fashion brand, created with the mission of entering the heart of every woman, while making them feel glamorous and sexy. Yamamay products are made with a distinctive Italian spirit and designed for the fashion conscious.

About

Yamamay is a known brand of underwear, sleepwear and swimwear through which Inticom S.p.A. operates in the underwear and beachwear sector. The name of the brand derives from that of the butterfly Bombix Yamamay, widespread in the Japanese hinterland, the symbol, the brand identifies with. Yamamay products are born with the aim of offering trendy garments with an excellent quality / price ratio, and are made to meet the needs of the whole family, even if more space is given to the women’s collection. Inticom S.p.A., headquartered in Gallarate, is present throughout the country with a network of about 500 single-brand points of sale under the Yamamay brand, and also has 35 outlets abroad, between Europe and Japan. Yamamay is also present in the world of sport, as the main sponsor of two teams: the Yamamay Varese, a water polo company whose female team plays in A1, and the Yamamay Volley Busto Arsizio, also in Serie A.

The Origin

Yamamay was born in 2001 from a Gianluigi Cimmino’s idea. And since he strongly believed in the growth potential of the underwear market and the retail world, he prepared his family to face a new business challenge.

At the leading point of Inticom S.p.A. there is Luciano Cimmino – Gianluigi’s father who was already the protagonist of the successful history of Original Marines – together with his daughter, Barbara Cimmino, who founded Yamacademy, the Yamamay corporate school – and her husband Francesco Pinto, who was already a manager at Procter & Gamble and is now Chairman of Inticom S.p.A.

Mame Yamamay
Yamamay collaboration with Chiara Ferragni in 2017.

Development

 Exactly after ten years of activity, Yamamay is living a second time of development and growth thanks to the entrance in the company of the Carlino Family, owner of the Carpisa brand, and to the foundation of the Pianoforte Holding, where two incredibly successful brands are bound together: Yamamay and Carpisa.

“Closer and stronger”. This is the motto of the new holding, which has achieved in a short time the goal of the 1,000 stores and more than 1,200 employees.

Yamamay product’s range between: corsetry, lingerie, beachwear, nightwear, hosiery, cosmetics, sunglasses, shoes and bags. The brand also caters to menswear, kidswear and home accessories.

Yamamay launched a project with Chiara Ferragni’s The Blonde Salad in September 2017. The limited-edition collection presented six bustiers. The collection represents perfect union of contemporary sensuality of the Italian underwear brand and the trendy cosmopolitan spirit of The Blonde Salad. Asymmetry, see-through black and hourglass shapes are the distinctive characteristics of the bustiers made available.

Operating Structure

 Situated in Gallarate (Varese Province), the headquarter offices stretch over 5 floors, covering a total of 5,000 square meters. Comfort, technology and functionality together with design and innovative materials ensure that the offices are a perfect summary of the Yamamay brand and represent its ideal home.

The operating structure in the brand is divided into three areas:

Style and Product: responsible for the design and conception phase of the product, sampling and quality control.

Marketing and Sales: manages the sales network, communication and brand promotion.

Corporate Staff Services: responsible for administration, accounting and finance, planning and control, human resources, organizational development, training, legal affairs and Information and Communication Technology.

Logistics is outsourced to a specialized provider. Supervision of scouting, screening and quality control activities for production imported from the Far East is entrusted to the Chinese subsidiary Ying Li Yang International Trading (Shanghai) Co. Ltd., which has its headquarters in Hangzhou, China.

The Spanish subsidiary (Yamamay Iberica SL) and the German branch are both responsible for developing their respective geographic markets, through the opening of prestigious directly-owned stores as well as the development of a local franchising program.

Brand Finance

The company has always looked for ways to succeed in the international market, aiming initially to open 100 new stores in 2013 especially abroad, to rebalance its turnover to other countries, which at the time was 80% from Italy and 20% from abroad.

Pianoforte Holding, which belongs to the Cimmino and Carlino families, and owns Carpisa, Yamamay and Jaked closed 2016 with a turnover that exceeded € 300 million for the first time with Ebitda growth by 24% to 35 million. The same year foreign sales amounted to 30% and domestic sales amounted to 70%, but the company aims to reach 50% foreign sales in the coming years.

In 2017 the company’s turnover was over € 300 million and Ebitda was € 18 million.

Mame Yamamay
Yamamay debuts flagship store in London.
Mame Yamamay
Recent Yamamay and Farrarelle collaboration for ‘Save the Ocean’ Campaign.

Current Situation

 For Yamamy’ Spring 2018 collection, the brand bagged the Sports Illustrated famed American model Kate Upton to be part of the campaign that got a lot of international attention.

Yamamay opened a new flagship store in London in May of this year, marking the brand’s first move into the British market. Located at 33 King’s Road in Chelsea, the boutique fuses digital elements and a wide range of items to create an immersive and engaging shopping experience. Maxi-screens, digital signage and iPads are featured throughout the store to introduce customers to the Yamamay brand. The digital element allows visitors to purchase one or more items from the new collection on the brand’s website, and a ‘pay & collect’ service is available for customers who prefer to do their online shopping at home and collect their orders in-store to avoid delivery costs.

The Yamamy London store opened with a canape-style Italian brunch attended by influencers and special guests including Italian journalist and editor-at-large of Vogue Japan Anna Dello Russo and British actress and model Amy Jackson.

On the occasion of International Environment Day (5 June) and World Oceans Day (8 June), the Pianoforte Group presented an initiative in June this year, to take place in collaboration with Ferrarelle and Yamamay. The initiative is a project for Save the Ocean campaign. The initiative proposes to create a line of clothing from Farrarelle recycled plastic bottles. The initiative aims at creating more awareness about the issue. There will be a small preview of Save the Ocean collection in July of this year.