La Perla lingerie brand coming to TA

La Perla

Golf & Co. Group receives franchise to market Italian company’s underwear in Israel

The Golf & Co. Group received a franchise to market the La Perla lingerie brand in Israel, Yedioth Ahronoth has learned.

La Perla was founded in Italy in the 1950s and is considered a prestigious underwear and swimwear brand, which sells a bra for more than NIS 1,000 ($270). Czech supermodel Eva Herzigova is a former spokesmodel for the brand.

La Perla has stores in Italy and France. The brand did not have a franchisee in Israel until now, but its clothes could be found in one of the luxury stores at Tel Aviv’s Kikar Hamedina plaza.

The franchise license includes the young Studio By La Perla line.

Yedioth Ahronoth has learned that Golf plans to open a La Perla flagship store in Tel Aviv. In addition, 15 of the branches of intimate wear chain Intima will include a store-within-a-store of the young, popular line. This is the first time that Intima will own an international brand.

Golf refused to comment on this report.

Golf posted its financial results for 2012 recently, reporting a 0.2% drop in income from fashion sales. The company reported a 1% increase in sales of home appliances.