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The Schmooze

Bar Refaeli To Launch Lingerie Company

Israeli model Bar Refaeli is going into the underwear business.

Jewish celeb-gossip site 6DegreesNoBacon reports that Refaeli will launch online lingerie retailer Undeez.com with fellow Israeli mannequin Dudi Balsar.

Undeez has raised $1 million from Israeli angel investors, according to Israeli financial newspaper Globes. “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,” Globes said.

The company wants to develop a subscriber base for its “underwear, socks, and T-shirts for men and women in very soft, basic fabrics,” Refaeli told Elle. “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.”

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