Bare Necessities (company)

Bare Necessities

Industry	Apparel
Founded	Avenel, New Jersey, U.S.
Founder	Noah Wrubel & Bill Richardson
Headquarters	Edison, New Jersey, U.S.
Area served	United States, Puerto Rico, Guam, US Virgin Islands
Key people	Noah Wrubel (CEO of Bare Necessities)
Products	lingerie, swimwear, loungewear
Revenue	$66 million
Number of employees	200+
Parent	Delta Galil Industries (2020-current)
Website	www.barenecessities.com

Bare Necessities is a U.S.-based internet retailer focusing on lingerie, swimwear, and loungewear. Established in 1998 in Avenel, New Jersey, it holds the position as the second-largest online seller in its sector after Victoria's Secret, with annual revenues exceeding $66 million.

In October 2018, the company was acquired by Walmart as part of the retail giant’s strategy to expand its online footprint. Subsequently, in 2020, Walmart divested Bare Necessities to Israeli clothing manufacturer Delta Galil Industries.

Company history

The enterprise was launched by Noah Wrubel and Bill Richardson, both alumni of Carnegie Mellon University. Wrubel’s involvement drew upon his family's lingerie business roots dating back to 1965. By 2006, Bare Necessities sought to rival Victoria's Secret by collaborating with Frog Design—renowned for partnering with Apple—to refine its branding. This initiative helped drive consistent growth in revenue and market penetration.

The company’s operations are centralized in a 125,000-square-foot facility located in Edison, New Jersey, where it employs more than 200 personnel across corporate and distribution functions.

Products

Bare Necessities’ product range includes numerous prominent brands such as Bali, Wacoal, SPANX, Calvin Klein, Hanky Panky, Chantelle, Freya, Panache, Hanro, La Perla, Le Mystere, Ugg Australia, Wolford, Hugo Boss, Armani, and Polo Ralph Lauren. The retailer offers an extensive selection of bra sizes—over 200 options—covering band sizes from 28 to 56 inches and cup sizes from AA through N, addressing a wide customer base. Shipping services cover the entire United States along with territories such as Puerto Rico, Guam, and the U.S. Virgin Islands.

Models

Since its founding, Bare Necessities has set itself apart by showcasing live models rather than mannequins in its promotional materials, which enhances consumer connection and brand differentiation. Several models featured have progressed to notable careers with leading industry names like Sports Illustrated and Victoria's Secret. Distinguished models who have represented the brand include:

• Nina Agdal
• Natasha Barnard
• Brooklyn Decker
• Ashley Graham
• Jamie Gunns
• Jarah Mariano
• Juliana Martins
• Catrinel Menghia
• Lauren Mellor
• Genevieve Morton
• Sarah Mutch
• Candice Swanepoel
• Kate Upton
• Alina Vacariu

This deliberate engagement of high-profile models has played a key role in enhancing Bare Necessities’ market presence and brand identity within the lingerie industry.