Refaeli and Balsar's Joint Venture Under.Me Launches the New Website

    TEL AVIV, ISRAEL, April 18, 2012 /24-7PressRelease/ -- The catch tagline Under.me, formerly known as Undeez, recently launched its new website for a line of underwear available online. The company was formed by two well-known Israeli fashion names - top model Bar Refaeli and former model now lawyer, Dudu Balsar.

With the first round of financing complete, the fashion famous couple has raised US$ 1 million for Under.me, with the majority of funds coming from private and angel investors, among them figures from the worlds of fashion - Yiftach Weizel of Fox - and online trade and finance - former 888 CEO Gigi Levy and Yuval Tal, President of Payoneer, a company that specializes in solutions for international online payments making use of Prepaid Debit MasterCard Cards. When explaining his decision to invest in Under.me, Yuval Tal talked about a global market, a product purchased by everyone and efficient stock management, adding that the deciding factor for him, however, was "two young Israeli entrepreneurs with a lot of energy, who understand the fashion world and leverage their knowledge and connections".

Balsar, who had the idea for the line will handle the business side of Under.me, while Refeali will be responsible for the promotion and marketing of the products. The company plans to sell its products via an online subscription service for its regular customers. It aims to build a solid regular customer base, and have these customers benefit from the monthly subscription service, by which their favorite underwear will be sent to them directly, on a regular basis, a number of times a year. Refaeli claims that many people, when shopping, tend to purchase a stock of comfortable, basic items so as to minimize the time required to try on several different styles.

In addition to hoping to take advantage of Refaeli's currently high global exposure, Balsar and Refaeli have invested a lot of work into building an appealing website. The company has also gathered a select design team who will coordinate the fabrics, styles and colors of the product range. The company will not be the first of its kind and will face competition from the likes of Gisele Bundchen's line of underwear, as well as other online sites selling underwear. Balsar and Refaeli hope that their planned product line, which includes basic, comfortable clothing for both men and women without lace and frills at this stage, will provide the differentiator. The website will initially offer underwear, socks and T-shirts, including tank tops, long- and short-sleeved T-shirts and a range of boxers and briefs. All products will be offered in soft, basic fabrics and a range of colors.

Under.me is targeting the 18-45 year old age group as its customers, viewing this as a group that tend to be too busy to shop, as well as being open to the concept of Internet shopping. Products are expected to range in price from $10 to $25.

As well as her involvement in the design and business development of the company, Bar Refaeli will also be its presenter, with her well-known international profile providing a decided advantage in this area.

Website:http://under.me

David Groven is a freelance writer and editor writing mainly on finance, ecommerce and investments topics.

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