Bendon Expands With Fayreform Purchase
March 22, 2000
BENDON EXPANDS BRAND PORTFOLIO
WITH FAYREFORM PURCHASE
New Zealand intimate apparel company Bendon Ltd today announced the purchase of the brand and stock of Fayreform Lingerie Ltd.
Fayreform, which was placed into receivership last month, specialised in garments for the fuller figure. Bendon plans to expand the core Fayreform range, updating designs to be more fashionable.
Hugo Venter, Bendon managing director, says Bendon sees considerable potential in the brand.
“Not only is Fayreform a perfect complement for our other brands, but the fuller figure market is crying out for more fashionable alternatives,” Mr Venter says.
“Bendon will use its design and marketing strengths to refresh and add value to the brand,” Mr Venter says.
Bendon already has five brands - Elle Macpherson, Macpherson Men, Bendon, Hickory and Hey Sister. In the last two years, the company has changed its focus from manufacturing to design, marketing and export. In October last year, Bendon announced it would cease manufacturing in New Zealand in response to growing pressure on it to become more competitive internationally. Its design, marketing and management teams are still based in New Zealand.
Last month Bendon purchased eight Bennett & Bain stores, reinforcing the company’s commitment to New Zealand. Bendon was established in New Zealand in 1947 and is a key business in the publicly listed Ceramco Corporation.
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