(Filed Under wholesale Lingerie News). Days after Elle Macpherson announced she was ending her relationship with Bendon, that company announced “the entire Elle Macpherson Intimates collection will be re-branded as Heidi Klum Intimates and will launch on 1 January, 2015.”
Macpherson had been associated with Bendon for 25 years, and recently said that she will relaunch lingerie collections with new partners.
Klum is the new “creative director and face of Bendon’s flagship Intimates collection,” according to Bendon.
Justin Davis-Rice, CEO of Bendon explained the move: “As a globally renowned supermodel and successful entrepreneur, we are very excited to welcome Heidi to our flagship Intimates collection. As our industry continues to globalize, fresh designs and active publicity are becoming more and more important. Elle has been a great partner to Bendon, however it’s time to take the brand to even greater heights, and Heidi is perfectly positioned to do just that. From the first meeting it was obvious that we were destined to collaborate and work together – her energy, work ethic and passion for lingerie is incredible.”
Klum declared, “I’ve always loved lingerie and can’t describe how incredibly exciting it is to globally launch my Intimates collection with Bendon, a true leader of the industry. In addition to spending a majority of my career modeling lingerie, I am also a woman whose body has changed over the years. I am a mother of four children so I genuinely understand the importance of finding the right lingerie.”
Bendon is owned by Eric Watson’s Cullen Investments and CEO Justin Davis-Rice. Bendon brands include Stella McCartney Lingerie, Pleasure State, Fayreform and Lovable. The company claims that the Elle Macpherson brand “has become the largest celebrity endorsed intimates collection in the world, distributed widely in Australia, New Zealand, Europe and the USA.”
Speaking about the new relationship, Cullen noted, “Global distribution has been a real focus for Bendon. Today’s announcement of our partnership with Heidi will enable us to leverage the global base we’ve already established and grow exponentially. When you combine that with the 25 year heritage of our Intimates business, the future for Bendon looks incredibly exciting.”
According to the announcement, the Heidi Klum Intimates collection will include a men’s brand, HKMAN, and Heidi by Heidi Klum, “a more accessible line of every day essentials,” and plans to expand into other categories, including swim. Bendon claims the Heidi Klum collection will launch in “1800 retail doors worldwide January 2015.”
NOTE: Your Email will not be displayed.