Bare Necessities has entered a new chapter in its growth with the appointment of Salima Popatia as president, effective immediately. The New Jersey-based lingerie retailer confirmed the leadership change on Thursday, positioning Popatia at the forefront of its next phase of digital and commercial expansion.
In her new role, Popatia will oversee daily operations and lead the company’s commercial strategy as it accelerates digital-first ambitions. She will be based in New Jersey and report directly to Isaac Dabah, CEO of Delta Galil, the Israeli apparel manufacturer that acquired Bare Necessities in 2020.
Popatia brings more than 2 decades of experience across beauty, fashion, and high-growth e-commerce. Most recently, she served as chief marketing and digital officer at Orveon Global, where she led consumer strategy for major beauty brands including BareMinerals, Laura Mercier, and Buxom. Her track record includes senior leadership roles at The Estée Lauder Companies, Stuart Weitzman, and Luxottica, brands known for balancing heritage with modern consumer engagement.
According to Dabah, Popatia’s operational discipline and digital expertise make her a strong fit for the company’s evolving strategy. He described her as a leader who thrives in complex, digital-first businesses and brings the accountability required to scale performance and execution. As Bare Necessities sharpens its competitive edge, her mandate will focus on strengthening customer relationships while enhancing operational efficiency.
Founded in 1965, Bare Necessities has built a reputation as a trusted online destination for bras and intimate apparel, offering an extensive range of sizes, styles, and brands. Its legacy is rooted in fit expertise and inclusivity — two factors that have helped the retailer maintain a loyal customer base in a highly competitive category.
Popatia sees this foundation as a strategic advantage. She emphasized that loyalty in the intimate apparel space sits at the intersection of precision fit and emotional connection. Her focus will be on translating the brand’s decades of category expertise into more personalized, data-driven digital experiences. By leveraging consumer insights and technology, she aims to create shopping journeys that feel tailored, inclusive, and relevant to the next generation of customers.
The appointment signals Delta Galil’s continued investment in Bare Necessities as it expands its digital capabilities and strengthens its U.S. market presence. With Popatia at the helm, the company is positioning itself to blend heritage credibility with modern commerce innovation — a combination designed to deliver measurable outcomes for both customers and the business.
