(Filed Under wholesale Lingerie News). Bendon has offered the Heidi by Heidi Klum Lingerie collection to Macy’s on an exclusive basis. The lower-priced line is part of the celebrity’s overall brand, which also includes a men’s label, HKMAN.
Last October, a few 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.” At the time the company said the brand would be available in “1800 retail doors worldwide January 2015.”
The Heidi segment “is currently available at more than 100 Macy’s stores nationwide and on macys.com,” according to Bendon, offering “impeccable fit and superb style, both at incredible value, ranging from $12 to $44.”
Of course, as is its usual custom, Macy’s chose to launch the new Heidi by Heidi Klum line at a deep discount, marking down the $44 bras 25% to $33 and the panties from $12 to $9 on its website. On April 24, in an apparent typographical error, all the panties were also offered at “3 for $30 - Enjoy Extra Savings When You Buy 3.” Under each of the Heidi items, Macy’s displayed a message offering a further, “EXTRA 15% OFF” as part of its “Super Stock-Up Sale!”
In all, Macys.com was offering 11 bra and 8 panty styles from the Heidi collection. According to Bendon, the complete line consists of 30 pieces, ranging in size from 32A to 38DD and small to extra-large.
The Macy’s website also was also offering the higher priced Heidi Klum Intimates collection, with 14 bras ranging in price from $62 to $68, a chemise at $88 and nine panties ranging from $22 to $32.
According to Bendon, bras in the Heidi collection “include the Heidi Boost, Heidi Fit, Heidi Smooth and Heidi Natural” styles. “Heidi Boost features a deep plunge and super soft gel pads for maximum lift. Heidi Fit is a sporty demi-cut bra designed to disappear under revealing necklines. A customized uplift pad and supple foam pads provide the perfect lift and comfort for any cup size, as well as a more natural feel. Heidi Smooth is designed to achieve perfect coverage. Lightly lined with memory foam pads that mold to the body, this bra provides gentle lift and is invisible underneath clothing. Heidi Natural boasts a sexy shape with a lower cut and is unlined to eliminate bulk for a natural lift.”
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