Bare Necessities, the Secaucus-based leader in online intimate apparel and a division of Delta Galil Industries, Ltd., has named Salima Popatia as its new president. The appointment, effective immediately, marks a strategic shift for the company as it moves to accelerate its digital evolution and capture a younger, data-driven consumer base.
Popatia joins Bare Necessities with over 20 years of high-level experience at the intersection of fashion, beauty and digital commerce. She is widely regarded as a specialist in scaling global e-commerce platforms and stabilizing brands during periods of rapid growth.
In her new role, Popatia will oversee day-to-day operations and commercial strategy, reporting directly to Delta Galil CEO Isaac Dabah. Her mandate is clear: translate the company’s six decades of “fit expertise” into a personalized, modern digital journey.
“Salima is a disciplined operator who thrives in complex digital-first environments,” Dabah said. “She brings the accountability and rigorous operating mindset required to move the business forward. Her leadership will sharpen our execution and deepen our connection with the next generation of customers.”
Before taking the helm in Secaucus, Popatia held several high-profile leadership roles across the luxury and beauty sectors:
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Orveon Global: Most recently served as chief marketing and digital officer, managing consumer strategy for bareMinerals, Laura Mercier and Buxom.
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The Estée Lauder Companies: Led digital initiatives for one of the world’s largest beauty conglomerates.
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Luxottica & Stuart Weitzman: Specialized in scaling global e-commerce businesses and P&L management for premium lifestyle brands.
Since its founding in 1965, Bare Necessities has built its reputation on helping customers find the perfect fit—a category where brand loyalty is notoriously difficult to maintain. Popatia plans to leverage the company’s proprietary “Design Lab” and massive data set to create more personalized shopping experiences.
“My career has been about driving digital consumer relevancy,” Popatia said. “We are turning our deep category roots in fit and inclusivity into more personalized, data-driven journeys that make every customer feel seen.”
Based in Secaucus, Bare Necessities is a pioneer in the online intimates space. Its parent company, Delta Galil, is a global powerhouse that manages a diverse portfolio of branded and private-label apparel, including activewear, loungewear, and denim. The appointment comes as Delta Galil continues to report strong financial health, maintaining its 17-year streak of dividend payments.
