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Bendon Appoints Internatl Apparel Executive as CEO

Bendon Appoints International Apparel Executive to CEO Role

Auckland (16 April 2008): Bendon has appointed an international apparel executive who has worked for global brands including Calvin Klein, Levi Strauss and Marks & Spencer to the role of its Chief Executive Officer.

British-born Simon Hughes (47) is a seasoned industry professional with expertise in all aspects of fashion manufacturing, sales, marketing and distribution. He comes to Bendon from his current position as Managing Director (Asia) of Warnaco Asia on the 5th of May. He will be based at Bendon’s head office in Auckland, New Zealand.

George Brooks, Bendon’s Executive Chairman, says the company is delighted to have an executive of Simon Hughes’ international experience and calibre.

“Simon has worked extensively with international brands, and his depth of experience will be invaluable to Bendon.”

Eric Watson, Executive Chairman of Bendon’s owner Cullen Investments, says Simon will be a perfect fit for Bendon and the company is extremely fortunate to have secured him.

“With Simon on board, the focus for Bendon going forward will be two-fold – further strengthening its existing operations and its brand portfolio, and exploring opportunities in new markets,” he says.

Simon Hughes says he is looking forward to working at Bendon, an iconic New Zealand company that has built a solid international reputation and is well positioned for further growth opportunities.

“Bendon is a great New Zealand company that creates high quality products and has developed impressive global brands, first with Elle Macpherson Intimates and now with Stella McCartney Lingerie. I’m looking forward to using my skills to take Bendon to the next stage of its development.”

On a personal level Simon is looking forward to returning to Auckland where he worked with Levi Strauss for five years in the late eighties. It will also mean his family is reunited in one country, as his two daughters have been studying in Auckland and Wellington while he has been working in Asia.


About Bendon
Bendon is a global lingerie company with a design-driven philosophy and dedicated operations in the United States, United Kingdom, Australia and New Zealand. It also sells into Canada, Hong Kong and Singapore, and has franchised Bendon Lingerie stores in the Gulf States. Bendon’s successful relationship with Elle Macpherson was established in 1990, and Elle Macpherson Intimates is now one of the world’s foremost lingerie brands.

Bendon has recently announced a new long term partnership with Stella McCartney to create and distribute a Stella McCartney Lingerie collection. The first collection was recently launched in stores in the UK, USA, Europe and Australia.

In addition to Elle Macpherson Intimates and Stella McCartney brands, Bendon’s brand portfolio includes Bendon, Fayreform, and Hey Sister. For more information see

Bendon is wholly owned by international entrepreneur Eric Watson’s private investment company, Cullen Investments. Cullen Investments is actively focused on international growth and has a substantial portfolio comprising interests in the United States, United Kingdom, Australia and New Zealand. Market sectors cover fashion retail, financial services, real estate, infrastructure maintenance and sports and entertainment. For more information see

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