The glamorous woman of Yamamay 

Yamamay is an Italian fashion brand, created with the mission of entering the heart of every woman, while making them feel glamorous and sexy.  The products are made with a distinctive Italian spirit and designed for the fashion conscious. Moreover, they are created with the aim of offering trendy garments with an excellent quality/price ratio.

The brand is a well-known brand of underwear, pyjamas and swimwear through which Inticom S.p.A. operates in the underwear and beachwear sector. The name of the brand derives from the Bombix Yamamay butterfly, widespread in the Japanese hinterland, the symbol with which the brand identifies itself. Inticom S.p.A., based in Gallarate, is present throughout the country with a network of around 500 single-brand shops. In addition, the brand has 35 points of sale abroad, in Europe and Japan.

Yamamay is also present in the world of sport, as the main sponsor of two teams: Yamamay Varese, an A1 water polo club, and Yamamay Volley Busto Arsizio, also in the A Series.

The Origin

Yamamay was born in 2001 from an idea of Gianluigi Cimmino.  At the helm of Inticom S.p.A. is Luciano Cimmino – Gianluigi’s father who was already a key player in the success story of Original Marines – along with his daughter, Barbara Cimmino, who founded Yamacademy, the company’s school – and her husband Francesco Pinto, a former manager at Procter & Gamble and now president of Inticom S.p.A.


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. There are also caters to menswear, kidswear and home accessories.

In September 2017, Yamamay launched a project with Chiara Ferragni’s The Blonde Salad, a limited-edition collection with 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. Moreover, 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.

In addiction, 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.

Yamamay headquarters

Brand finance

Yamamay has always sought ways to succeed in the international market, initially aiming to open 100 new shops in 2013 mainly abroad, to rebalance its turnover to other countries, which at the time was 80% from Italy and 20% from abroad.

Pianoforte Holding, owned by the Cimmino and Carlino families, and owner of Carpisa, Yamamay and Jaked, closed 2016 with sales exceeding €300 million for the first time with EBITDA growth of 24% to €35 million.

During the same year, foreign sales amounted to 30% and domestic sales to 70%, but the company aims to reach 50% of its sales abroad in the coming years. In 2017, the company’s turnover was over €300 million and EBITDA was €18 million. 


For Yamamay’s Spring 2018 collection, the brand dressed Sports Illustrated’s famous American model Kate Upton; the campaign gained much international attention. 

A new flagship store of Yamamay was opened in May 2018 in London, marking the brand’s first step into the UK market. Located at 33 King’s Road in Chelsea, the boutique blends digital elements and a wide range of items to create an immersive shopping experience. Giant screens, digital signage and iPads are present throughout the shop to introduce customers to the Yamamay brand.

Kate Upton wearing Yamamay

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 shopping online at home and collect their orders in shop to avoid delivery costs.


On the occasion of International Environment Day (5 June) and World Oceans Day (8 June), the Pianoforte Group presented an initiative in collaboration with Ferrarelle in June this year. The initiative is a project for the Save the Ocean campaign and aims to create a clothing line using recycled Farrarelle plastic bottles. Moreover, it aim is to create greater awareness of the issue.

You may also like:

Yamamay (Italian Version)