(Filed Under wholesale Lingerie News). A whole new collection of Elle Macpherson lingerie is finally about to hit the market in the U.S., with a promotional campaign expected shortly after the summer Olympics end.
Last August, Simon de Winter, managing director of Simon de Winter Group Pty Ltd., an Australian lingerie and apparel firm, confirmed to BODY, in response to our questions, that he had formed a partnership with the actress and model to launch a new lingerie label. Since then little has been heard about the venture. Interviewed again during the recent New York Curve show, de Winter told us the blackout was intentional while the partners worked on developing the line. He also showed us, on his iPhone, images of the lingerie, but refused to turn them over just yet noting a temporary “press embargo.”
Since the 1990’s, Bendon, the New Zealand-based producer, had partnered with Macpherson on a successful intimates line bearing her name. At the end of 2014, Macpherson announced she was ending the relationship with Bendon. Bendon then announced, in what some thought was particularly spiteful and crude wording for a press release, “the entire Elle Macpherson Intimates collection will be re-branded as Heidi Klum Intimates and will launch on 1 January, 2015.”
In late 2014 Macpherson announced she would return with a new lingerie collection, created with new partners. But then little was heard on the subject for months.
The de Winter group, founded in 1989, “designs, sources, develops and wholesales intimate apparel and socks in Australia and New Zealand” according to a profile on one of its websites. “We supply women’s intimate apparel and men’s, women’s and children’s socks.” Two of the de Winter brands are Kayser and Fine Lines.
During our meeting this August, de Winter told BODY that after Macpherson’s break with Bendon, he had sought her out and proposed a deal. He said that they both preferred a “partnership” arrangement as opposed to a more conventional licensing agreement for the collection.
When she was working with Bendon, the Elle Macpherson label was, at one time, according to her website, in Saks, Bloomingdale’s and Neiman Marcus in the U.S., Holt Renfrew in Canada, Selfridges, Harrods, Harvey Nichols and House of Fraser in the UK, and Myer and David Jones in Australia, a total of “over 200 majors and over 300 independents” in countries that included the U.S., Canada, the United Kingdom, Ireland, Hong Kong, the Gulf States, Australia and New Zealand.
De Winter told BODY that the new collection is targeted at such stores here as Lord & Taylor, Bloomingdale’s, Nordstrom and Dillard’s among others. — NM
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