Bar Refali to sell lingerie

First business initiative for international model: will design lingerie for Undeez online retail initiative. Dudi Balsar named CEO of the company which has already raised $1 million. Among investors – Gigi Levy and Iftach Wizel

Ron Granot, Calcalist|Published: 10.24.11 , 15:02

International Israeli supermodel Bar Refaeli joins an online retail initiative for women's and men's undergarments. Refaeli will be the line's head designer and presenter and ex-model Dudi Balsar will serve as CEO of the initiative called Undeez.

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The website is expected to be launched by December and will be available in several languages. Undeez will deal mainly with direct marketing, distribution and sales of the collection and will primarily aim for the international market.

The company has already raised $1 million and plans to hold a second financing round in the future. Among the company's prominent investors are Pioneer CEO Yuval Tal, former 888 CEO Gigi Levy and former co-owner of Fox Fashion Iftach Wizel.

Refaeli is also the presenter for Fox Fashion. Photo shoots for the new company's catalogue starring Refaeli, are scheduled for this week. The company will also produce several commercials that will be distributed on social networks.

The online retailer will offer a lingerie collection with a wide variety of colors and models including boxers, bikini cut and thongs, tank tops, bras, and short and long sleeved T-shirts.

The website will also offer men's undergarments including a variety of models of briefs, T-shirts and undershirts in a wide color range.

The collection targets an audience between the ages 18-45 and its prices will range $10-$25. Furthermore, Undeez will offer a subscriber mailing service that will automatically deliver products to subscribers several times a year.