Bare Necessities, a division of Delta Galil Industries Ltd. has appointed Salima Popatia as president, a new position at the online intimate apparel brand.
Popatia will oversee day-to-day operations and commercial strategy in an effort to intensify digital growth. She reports to Isaac Dabah, chief executive officer of Delta Galil.
“Salima is a disciplined operator who thrives in complex digital-first environments,” Dabah said in a statement. “She brings the accountability and rigorous operating mindset required to move the business forward. As Bare Necessities continues to scale, Salima’s leadership will sharpen our execution and deepen our connection with the next generation of customers.”
Popatia has more than two decades of experience in beauty, fashion and e-commerce. She was most recently chief marketing and digital officer at the Orveon Global beauty company where she orchestrated consumer strategies for the BareMinerals, Laura Mercier and Buxom brands. Her career also includes senior roles at The Estée Lauder Cos., Stuart Weitzman and Luxottica. She is credited with scaling global e-commerce businesses and stabilizing portfolios during periods of expansion.
“In a category where loyalty lives at the intersection of fit and emotion, Bare Necessities has a unique advantage — decades of fit expertise and a deeply loyal customer base,” Popatia said in a statement. “My career has been about driving digital consumer relevancy, and I’m excited to bring that to this team as we turn our deep category roots in fit and inclusivity into more personalized, data‑driven journeys that make every customer feel seen.”
The Secaucus, N.J.-based Bare Necessities offers an extensive range of sizes and styles. Bare Necessities also develops private brands in-house.
Delta Galil, based in Israel, is a global designer, manufacturer and marketer of branded and private label intimate, activewear, loungewear and denim apparel for men, women and children under its own brand labels and under license arrangements with Adidas, Wolford, Wilson, Columbia, Tommy Hilfiger and others.
