By Puja Gupta

New Delhi, Jan 15 (IANSlife): Italian brand Yamamay recently launched its flagship store in India.

Yamamay officially opened its doors at Select Citywalk mall, New Delhi, launching with the latest lingerie and sleepwear from its exquisite Fall/Winter 2019 collection, as well as the CR7 Underwear Collection by Cristiano Ronaldo. The brand plans to introduce swimwear ranges for men and women later in the season.

Gianluigi Cimmino, Chief Executive Officer of Pianoforte Holding (which owns Yamamay), said: "India has long been a key destination for the world's most sought-after fashion brands and we believe that Yamamay's reinforced presence in the market is not only a significant step for the brand's international footprint, but also brings consumers the calibre of international fashion they deserve."

Established in 2001, Yamamay has over 700 stores worldwide. Its product range includes underwear, lingerie, corsetry, swimwear, nightwear, clothing, and accessories, all of which offer customers an internationally renowned level of glamour and elegance.

Anurag Ahuja, Director of Shopaholics, which has partnered with the brand, said: "It's our pleasure to launch the first Yamamay store. Our mission is to enter into the heart of every Yamamay woman making the store an emotional and engaging environment, a parallel world where consumers can fully benefit not only from our products' excellent quality/price ratio, but also from the added value represented by the desire to escape from the clichés of everyday life, to differentiate oneself from standardized choices by purchasing our striking collection."