Lovable

What Lovable does

Lovable Italy Srl is a private Italian intimate apparel brand founded in 1962 and headquartered in Grassobbio, in the Bergamo province, operating with a 251–500 employee base. It sells a comprehensive innerwear and loungewear assortment spanning women's bras (underwired, wire-free, push-up, padded, balconette, bralettes, triangle, maternity, sports, invisible, cup sizes A–G), women's underwear (briefs, Brazilian, thongs, shorties, shapewear, washable period panties), men's underwear (boxers, briefs), men's tops and t-shirts, women's and men's swimwear, women's and men's nightwear, and women's knitwear. The brand adds fabric-engineered sub-brands — Supima Premium Cotton, Classy Micromodal, Cool Sensation, Cotton Stretch, and Invisible Essence — to differentiate premium segments.

The business is a direct-to-consumer operation with two complementary channels. The primary digital channel is a Shopify-hosted e-commerce storefront (lovable.it / lovable.com) that ships to over 100 countries with localized currency, country-specific delivery options, integrated payments (Stripe, Shop Pay, PayPal, Klarna buy-now-pay-later), and customer infrastructure including Judge.me reviews (4.5/5 across 3,035 verified reviews) and OneTrust consent management. The offline channel is a physical retail network in Italy combining company-owned stores and franchise stores accessed via an in-site store locator. Marketing is concentrated on Instagram (@lovable_official) with shoppable tags, supported by a content blog (Lovable Diary) and the Club Lovable loyalty program for Italian customers.

Revenue is generated through one-time retail product sales priced between roughly $14 and $90, with seasonal markdowns up to 50% off and bundle promotions such as 3+1 on selected underwear and tops. Free standard shipping kicks in at orders above 75 euros, and Klarna pay-in-3 installments broaden affordability. The customer base is mass-market and segmented horizontally across Women, Men, and Teens/Adolescents with dedicated sub-lines (e.g., My First Period Panties, plus sizes, maternity), and there is no disclosed concentration in enterprise or B2B accounts. No revenue, funding, or M&A data is disclosed for the Italian entity; the company operates as an independent private limited company.

Name

Lovable

Legal name

Lovable Italy Srl

Website

https://lovable.it

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

251–500 employees

Short description

Lovable Italy Srl is an Italian intimate apparel brand founded in 1962 (Bergamo) selling bras, underwear, swimwear, sleepwear, and period panties for women, men, and teens through its lovable.it Shopify e-commerce store, international shipping to 100+ countries, and a company-owned and franchise retail network in Italy.

Ownership category

akta.pro rank

Product category

Intimate Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Women's Clothing Stores (5621), Women's, Misses', Children's & Infants' Undergarments (2340), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

Keywords

• Intimate apparel
• Women's underwear
• Men's underwear
• Swimwear and nightwear
• Italian lingerie brand

Headquarters

HQ city

Bergamo

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Product Sales: Retail sales of intimate apparel including bras, underwear, swimwear, sleepwear, and knitwear. Products sold at full price and promotional discounts up to 50% off during seasonal sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Lovable designs, markets, and sells its own branded intimate apparel and loungewear, including women's bras and underwear, men's underwear and tops, women's and men's swimwear, nightwear, knitwear, and washable period panties. Products are sold direct-to-consumer through the lovable.it e-commerce store and through physical retail stores in Italy, with international shipping to more than 100 countries.

Product overview

Lovable is an Italian underwear and lingerie brand (lovable.it) offering a comprehensive range of intimate apparel and loungewear. The product portfolio centers on women's bras (underwired, wire-free, push-up, padded, balconette, bralettes, triangle, maternity, sports, invisible) and underwear (briefs, Brazilian, thongs, period panties, shapewear), alongside men's underwear (boxers, briefs) and tops (t-shirts, tank tops). Supporting categories include women's and men's swimwear, women's and men's nightwear, women's knitwear, and period panties. The brand operates several fabric-specific sub-brands including Supima Premium Cotton, Classy Micromodal, Cool Sensation, and Cotton Stretch for men's products, plus Invisible Essence for women's invisible lingerie. A loyalty program (Club Lovable) is available for Italian customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Bras Women's bras including underwired, wire-free, push-up, padded, balconette, bralettes, triangle, maternity, sports, invisible, and generous shapes across cup sizes A through G, sold direct to female consumers.
• Women's Underwear Women's briefs, Brazilian, thongs, shorties, washable period panties, and shapewear offering various fits and styles for everyday comfort and specialized needs.
• Men's Underwear Men's boxers and briefs in various fits including cotton, organic cotton, stretch cotton, Supima premium cotton, micromodal, and multipack options.
• Men's Tops and T-Shirts Men's t-shirts, tank tops, and tops available in 100% cotton, organic cotton, stretch cotton, micromodal, and premium Supima cotton fabrics with crew neck and V-neck options.
• Women's Swimwear Women's swimwear including bikinis, one-piece swimsuits, tankinis, and beachwear featuring shaping technology, invisible construction, and various prints including jacquard and lurex designs.
• Men's Swimwear Men's swimwear including boxer shorts, trunks, briefs, and bermuda shorts designed for beach and pool comfort.
• Women's Nightwear Women's sleepwear including pajamas, nightgowns, dressing gowns, kimonos, babydolls, slips, and socks in various fabrics and styles.
• Men's Nightwear Men's pajamas and sleepwear in various styles including long and short options, with different necklines and fabric choices for comfortable rest.
• Period Panties Washable menstrual underwear for medium and heavy flow, plus teen-specific period panties and menstrual swimwear for protection during menstruation.
• Women's Knitwear Women's knitwear tops and tank tops in various styles, offered as part of the basic collection with multipack deals available.
• Club Lovable Loyalty Program Loyalty program for Italian customers offering points accumulation on purchases and conversion into rewards.

Quantifiable outcome

• 4.5 out of 5 stars average rating from over 3,000 verified customer reviews

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Judge.mecoreTechnology or IntegrationProduct review verification system providing verified review badges and customer review management for the e-commerce platform.
• OneTrustcoreTechnology or IntegrationCookie consent management platform powering the privacy preferences and cookie compliance on the website.
• ShopifycoreTechnology or IntegrationE-commerce platform hosting the online store with integrated shopping cart, payment processing, and shipping label systems.
• StripecoreTechnology or IntegrationPayment processing provider enabling credit card transactions, digital wallets, and buy-now-pay-later options including Klarna.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Tezenis: Italian intimate apparel and basics brand within the Calzedonia Group. Directly comparable mid-market positioning, broad size range, and store footprint in Italy, competing head-to-head with Lovable across core categories.
• Yamamay: Italian-founded intimate apparel, swimwear, and loungewear brand. Comparable product mix (bras, underwear, swimwear, sleepwear) and Italian retail heritage; positioned in the same mid-market segment with similar franchise/store strategy.
• Triumph: European heritage lingerie and underwear brand with global DTC operations. Closely comparable in product breadth (bras, underwear, shapewear, sleepwear) and emphasis on fit/size range, with stronger international brand recognition.
• Intimissimi: Italian intimate apparel and underwear brand owned by Calzedonia Group. Closely comparable product assortment (bras, underwear, sleepwear) and overlapping Italian DTC + physical retail model, making it the most direct domestic competitor to Lovable.
• Wacoal: Japanese-origin lingerie and intimate apparel brand with broad international distribution. Comparable in emphasis on fit engineering, size range, and shapewear categories where Lovable also competes.

Broad incumbents

• Victoria's Secret: Global intimate apparel leader spanning bras, underwear, sleepwear, and swimwear. Overlaps directly in core categories but operates at vastly greater scale and brand awareness, particularly in the Americas and online.
• Calzedonia: Parent group of Intimissimi and Tezenis with a much larger global footprint spanning hosiery, swimwear, and intimates. Comparable Italian brand origin and category overlap, but operates at substantially greater scale internationally.
• Calvin Klein Underwear: Global fashion brand's underwear division offering men's and women's intimates. Comparable in basics-led positioning and global DTC presence, but with much larger brand equity and licensing-driven scale.
• Hanes: Global basics and underwear brand covering men's, women's, and children's intimates. Comparable in commodity basics positioning and broad size/age coverage, but at vastly greater scale with mass-market distribution.

Regional players

• Etam: French intimate apparel and lingerie brand with primarily European DTC and store presence. Comparable product assortment (bras, underwear, sleepwear) and mid-market positioning, but with stronger French market footprint than Italian.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/lovable_official
• Facebookfacebook.com/LovableOfficialPage
• LinkedInlinkedin.com/company/lovable-dbi

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lovable