femina

femina (Hebrew: פמינה) is an Israeli lingerie brand and private company, formally known as Femina Lingerie Ltd. (פמינה הלבשה תחתונה בע"מ). Founded in 1960 by Zvi Blumenstock, the company began in a factory in the stock-exchange compound of Ramat Gan, initially specialising in shaping garments (girdles) built on a patent held by its founder, alongside small-scale production of women's underwear. Over six decades it evolved into one of Israel's best-known designers and makers of bras and lingerie. The brand's centre of gravity shifted to bras in the 1990s, when the founder's children, Michael Blumenstock and Shoshana Gur, took over management. Production was progressively moved overseas, mainly to the Far East, and the Israeli plant was gradually reduced until it closed at the end of the 1990s. In the mid-2000s the third generation — Dror Blumenstock and Uri Gur — broadened the range beyond bras into panties, bralettes, sleepwear, shapewear, tights and accessories. femina sells through a dual model: its own branded retail chain, launched with a first store in 2013 and counting 52 branches across Israel as of 2024, plus wholesale distribution to roughly 350 points of sale including department stores, lingerie chains and private customers. The company states that it produces more than 2 million items a year and that 98% of its workforce is female, positioning itself as a house of comfort, quality and style "made by women for women." Product-wise, femina spans everyday and fashion lingerie: padded and unpadded lace bralettes, underwired and wire-free bras, corset-style bralettes, Brazilian and thong bottoms, seamless and memory-cup technologies, romantic sleepwear, robes, shapewear, slippers and socks. The brand has long used Israeli celebrity presenters — including Shirley Buganim, Shiraz Tal, Mali Levi, Moran Atias, Sivan Klein, Adi Himelbloy, Ruslana Rodina, Bar Zomer and Yarden Harel — and since 2022 Bar Refaeli has served as presenter for the company's products. femina remains a private, family-owned Israeli business.

femina was founded in 1960 by Zvi Blumenstock as an Israeli company designing, manufacturing and marketing women's underwear. It started operations in a factory in the stock-exchange compound (Mitcham HaBursa) in Ramat Gan. In its early years the business specialised mainly in shaping garments — girdles — based on a patent held by Blumenstock, while also producing women's underwear in small volumes. In the 1990s the founder's children, Michael Blumenstock and Shoshana Gur, entered management and shifted the company's centre of gravity to bra manufacturing. At the same time, production began moving overseas, primarily to the Far East, and the Israeli plant's activity was progressively reduced until it closed entirely at the end of the 1990s. In the mid-2000s the third generation — Dror Blumenstock and Uri Gur — took over management and broadened the product range into additional categories: panties, bralettes, sleepwear, shapewear, tights, accessories and more. In 2013 femina opened its first branded store as part of a move to build a retail chain carrying the brand name. By 2024 the chain numbered 52 branches across the country, and the company also distributed its products to about 350 points of sale in Israel — department stores, lingerie chains and private customers. Over the years femina has been represented by presenters including Shirley Buganim, Shiraz Tal, Mali Levi, Moran Atias, Sivan Klein, Adi Himelbloy, Ruslana Rodina, Bar Zomer and Yarden Harel. Since 2022, Bar Refaeli has served as presenter for the company's products. On its own channels, femina describes itself as a house of comfort, quality and style for women, with years of experience creating bras that flatter every woman. It states that it produces more than 2 million items a year, maintains more than 400 points of sale, and meets the highest international standards, making it one of the leading names in bra and lingerie design and development. It emphasises that 98% of the company is female, that raw materials are sourced worldwide (soft silks, unique rich fabrics, sophisticated laces and refined trims), and that it pursues innovations such as memory cups, extra-soft cups, seamless and wireless technologies. Beyond bras, it has developed clothing collections and special niches: romantic nightwear, sexy bralettes, flattering and comfortable shapewear, and ancillary products such as slippers and pampering socks. The brand frames its promise as uncompromising quality at worthwhile prices.

• 2024

  Retail chain counts 52 branches across Israel; products distributed to about 350 points of sale.

• 2022

  Bar Refaeli becomes presenter for the company's products.

• 2013

  Opens its first branded store, launching a retail chain under the femina name.

• 2005

  Third generation (Dror Blumenstock and Uri Gur) takes over; product range expands into panties, bralettes, sleepwear, shapewear, tights and accessories.

• 1999

  Israeli manufacturing plant fully closed at the end of the 1990s as production is relocated mainly to the Far East.

• 1990

  Second generation (Michael Blumenstock and Shoshana Gur) enters management; focus shifts to bras and production begins moving overseas.

• 1960

  Founded by Zvi Blumenstock; begins operations in a factory in the Ramat Gan stock-exchange compound, specialising in girdles based on his patent.

Comfort, quality and style for every woman and every size, made by women for women, at accessible prices.

• Lace bralette without underwire with removable cup (BR-25248)

• Underwired lace corset bralette with rose-gold hook motif (BR-24448)

• Lace bralette without underwire with metal hardware — Ruby Red / Baby Pink

• Lace bralette with removable inner padding and no underwire — Black

• Memory-cup bras

• Seamless and wireless bras

• Sleepwear and robes

• Shapewear

• Slippers and socks

• 2020.09.15

  Reported2020.09.15

  Femina partners with UN Women on domestic violence awareness campaign[7]Femina 与联合国妇女署合作开展家庭暴力宣传活动brandequity.economictimes.indiatimes.com

  Femina partnered with UN Women and several NGOs in India on its #ActAgainstAbuse campaign to raise awareness about domestic violence during pandemic-related cohabitation.

Read more

1. 1פמינה - הלבשה תחתונה | FEMINA (official website)femina.co.il
2. 2אודות (About) — femina official websitefemina.co.il
3. 3ברלט תחרה ללא ברזלים עם קאפ נשלף מתחרה פרחונית - BLACKfemina.co.il
4. 4מחוך עם ברזלים מתחרה בשילוב מוטיב קרסים רוז גולד - BLACKfemina.co.il
5. 5פמינה — Wikipedia (Hebrew)he.wikipedia.org
6. 6femina — Wikidatawikidata.org
7. 7Femina 与联合国妇女署合作开展家庭暴力宣传活动brandequity.economictimes.indiatimes.com