Bar Refaeli and Dudu Balsar's E-Commerce Company Raises $1m

    TEL AVIV, ISRAEL, November 01, 2011 /24-7PressRelease/ -- Bar Refaeli and former model Dudu Balsar have teamed up to create undeez, which is a new line of designer underwear. Undeez will begin with simple designs for lingerie and T-shirts for men and women. Using a highly developed e-commerce system, the underwear will be sold online through a subscription service available to its regular customers. The planned date for launching the new service is the beginning of November.

Balsar, an attorney, had the idea for undeez and Bar Refaeli will handle the marketing, promotion and business development. The company will start with basic underwear styles that are suitable for both sexes, devoid of fancy lace or delicate trimmings. The goal is to build up a solid base of regular customers who will benefit from the monthly subscription service.

Several Israeli investors have taken interest in the undeez venture and according to "Globes", the first round of financing is already in its final stages. Of the $1 million raised thus far, most of the funds have come from angel investors and private individuals. Yuval Tal, who is formerly from 888 Holding plc (LSD:888) is one of those supporters along with CEO Gigi Levy and Yiftach Weizel, who is the controlling shareholder of the clothing firm Fox-Weizel Ltd. (TASE: FOX).

Though Refaeli and Balsar have put in months of hard work to create the high class website and product line, they hope to cash in on Bar Refaeli's international reputation, which is currently at its height. They are working with a carefully selected design team to coordinate the styles and fabrics and they expect to offer products that will be as successful as they are profitable.

In a recent interview published by Elle, Bar Refaeli discussed the proposed launching date of November 2011 for the undeez website.At that time people will be able to access the site, view the complete undeez line and place orders. Her plans for the product line include comfortable and basic clothing designs for men and women that include t-shirts, socks and underwear. Refaeli has noticed that when shopping, many people tend to stock up on basic comfortable items, in order to save time and minimize trying on several different styles. She is incorporating that system into the online shopping model by promoting a monthly subscription. Through the subscription service, clients will get their favorite underwear items sent to them on a monthly basis.

Website: http://undeez.com

David Groven is a freelance writer and editor writing mainly on Finance, Ecommerce and Investments topics.

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