Intimissimi, the Italian lingerie brand, has opened its first Texas store in Galleria Dallas and aims to expand to over 100 stores in the US by next year, according to a Dallas Morning News article reporting that, 

“Intimissimi, the Italian lingerie brand behind racy television ads featuring Jennifer Lopez, has opened its first Texas store in Galleria Dallas.

The retailer is planning to expand from more than a dozen U.S. stores to more than 100 by the end of next year. For its quick brand awareness needs, it went for star power.

In the ads TV, music and celebrity-gossip favorite JLo is wearing Intimissimi’s best-selling silk intimates from its spring collection. She stretches on a bed to Italian music, wearing pink lace-trimmed bra, panties and a matching open robe. (The bra is $69, and the panty is $18.) A lone paparazzo is taking photos from a courtyard, and she sends a couple of dogs after him while laughing.”

Intimissimi’s Galleria Dallas store offers silk pajama sets, silk intimates, and exclusive US collections. The parent company plans to expand to Fort Worth, Houston, Austin, and San Antonio, according to a Forbes article which reports, 

“Shoppers can expect to find the brand’s popular silk pajama sets and its novel silk intimates—at least by today’s standards—and exclusive US collections. The store also incorporates the new recessed monitor configuration and full tile logo wall in their updated fitting room area to enhance the customer experience.

Parent company Calzedonia S.p.A doesn’t expect this to be the lone store for Intimissimi. Up next, the company is looking at the Fort Worth area adjacent to Dallas. Following this, the brand will look at a more extensive expansion into Houston, Austin, and San Antonio.”

In addition to expanding in the US, Intimissimi has plans for further expansion in Europe and Asia. The Galleria store is larger than their previous locations.