Yamamay

Yamamay sits within the portfolio of Pianoforte Holding, the Italian fashion group also known as the Inticom Group, based in Gallarate near Milan and controlled by the Cimmino family through Pianoforte Holding SpA. The Pianoforte portfolio includes Yamamay (intimate apparel and swimwear), Carpisa (luggage and bags), Jaked (technical swimwear including Olympic competition swimsuits), and additional fashion accessory brands.

Founded in 2001, Yamamay launched as a contemporary intimate apparel concept positioned to compete with Calzedonia Group’s Intimissimi and Tezenis banners and with French and Spanish-headquartered lingerie specialists, targeting younger value-conscious consumers with frequent collection refresh and accessible price points. The brand’s product range covers lingerie, sleepwear, pajamas, swimwear, beachwear, and a small loungewear assortment, with a defined seasonal cycle and regular collaboration-driven capsule collections. Group revenue across Pianoforte Holding banners is estimated in the range of €350 to €450 million, with Yamamay contributing a meaningful share alongside Carpisa. The Cimmino family retains private ownership of the group. Yamamay has cultivated celebrity-led marketing with international ambassadors including Belen Rodriguez and other recognized Italian and European media figures. The group suspended Russian operations in 2022. Strategic emphasis in recent years has centered on the rebalancing of the international franchise network and digital transformation across the multi-banner portfolio.

Yamamay distributes through approximately 600 standalone and franchised stores across more than 40 countries, with the strongest concentrations in Italy, Spain, Greece, the Middle East, North Africa, and select Eastern European markets. Distribution is supplemented by department store concessions and an integrated e-commerce business. For mall operators, Yamamay is a Class A and Class B+ specialty lingerie tenant typically taking 80 to 200 square meters, fitting alongside Intimissimi, Tezenis, Etam, Hunkemöller, and Women’secret in the women’s intimate apparel cluster. The Pianoforte Holding co-tenancy package (Yamamay paired with Carpisa) is available in larger regional centers, particularly in Italian, Iberian, and Mediterranean-market positions.