(Filed Under wholesale Lingerie News). Daniel Gendron has joined lingerie brand Wacoal as part of the company’s mission to make their products more affordable and available in Canada.

Gendron was most recently president of Benatex, a Laval, Quebec-based lingerie distributor that sold intimate apparel to Canadian retailers, including Wacoal and b.tempt’d as well as other well-known brands like Seven ’til Midnight and Annette. Gendron told BODY Magazine Benatex will be merging with another distributor and he will no longer have any association with the company.

As a representative of Wacoal in Canada, Gendron is handling sales and marketing. With the company now dealing directly with retailers, price points of Wacoal products will drop 25 to 30 percent for Canadian customers.

"Our prices were 45 percent higher in Canada than the U.S. retail price points," Joe Smith of Wacoal told BODY. "By bringing on Daniel Gendron, we have lowered the cost of the product to the retailer and ultimately the consumer, making Wacoal more competitively priced in the Canadian marketplace. Canadian retailers will also have access to a full range of products that were not available under Benatex."

Wacoal is now appearing in more Canadian boutiques and retailers, including department store chain The Bay, which has 92 locations in Canada.

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Published 07-28-2011 by Katherine Rautenberg