Bar Refaeli and Dudu Balsar have set up Undeez, a line of designer underwear for men and women. Undeez will apply a sophisticated e-commerce model, which was developed over many months. Balsar, an attorney and former model, came up with the idea for the venture, and Refaeli will be responsible for marketing and business development.
Undeez has attracted considerable attention from Israeli investors. Sources inform
Globes'
that it is finalizing its first financing round, mostly from private
and angel investors. To date, Undeez has raised $1 million from angel
investor Yuval Tal, former 888 Holding CEO Gigi Levy, and fashion
company Fox-Weizel Ltd. controlling shareholder Yiftach Weizel.
Undeez will initially design and sell lingerie and T-shirts when it
comes online in early November. The items are defined as basic designs
suitable for everyone, not lace or fancy lingerie. The company wants to
first develop a base of customers who will buy products on the basis of a
monthly subscription.
Refaeli and Balsar want to exploit the fact that her global exposure is
at its height in order to sell products, but more than that is the hard
work that went into build a smart and state-of-the-art website that will
meet customers' needs and create a profitable company. Undeez is
working with a group of designers for its first collection and the
choice of fabrics.
In an interview with
Elle,
Refaeli said, "I’m opening an online company called Undeez. The website,
undeez.com, launches in November and on it you’ll be able to buy
clothes - underwear, socks, and t-shirts for men and women - in very
soft, basic fabrics. I started the site with a friend because when I
like a pair of underwear, I’ll get 30 pairs of it in the same color. But
I don’t have time to go buy underwear all the time. And I had
boyfriends who were the same way - they never had time to go buy socks
and underwear, that’s for sure! - so this website is great because after
subscribing, you get these necessities sent directly to you each
month."