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Bendon Builds New Business on Bigger Busts

media release
Tuesday, 8 December 2009

Bendon Builds New Business on Bigger Busts

International lingerie company Bendon today unveiled plans for new global business growth, including a new bra for the changing shape of world women.

The New Zealand-based company is turning its back on global recession by launching a new label to support a growing market – women with a D cup or larger bust size.

Bendon’s new DimitySO label will launch in the United States, the UK, Australia and New Zealand in January 2010.

The new brand aims to be the world’s first larger cup size bra with a focus on fashion, not simply function.

It will feature stylish, edgy designs for the fashion conscious women in the D to J cup range - a market which until now has had limited choice.

The launch of DimitySO is a direct response to a changing trend seen in changing rooms all over the world: women's breasts are getting bigger.

In the United Kingdom, the average bra size is now 36C compared with 34B a decade ago. New Zealand women are also noticing a change. D cups and larger now account for nearly half of all the Bendon bras sold in this country.

Bendon’s GM Design Sue Dunmore says DimitySO will change the way the world sees lingerie.

“The average bust size is definitely increasing around the world, particularly with young teens,” she says.

“Up until now, bigger bras have been technical but not very fashionable And the market has been slow to respond to customer demand for more stylish garments.

“DimitySO will offer something unique – a stunning range of modern designs for young women who love fashion and who lead active exciting lives.”

Sue Dunmore says despite the international economic downturn, 2009 has been a busy and exciting time of growth and expansion for the lingerie design company.

“In recent months we’ve expanded our Elle Macpherson Intimates range into Europe and Scandinavia. By January next year, the range will also be available to women in France, Greece and the Netherlands.

“The decision to launch DimitySO reflects the strength and confidence we have in Bendon’s current growth plans.

“Interest from worldwide retailers has exceeded expectations. Clearly there is demand and Bendon is pleased to be the first to deliver.”

There are 32 new sets in the DimitySO first collection. The range will be available in New Zealand through Bendon’s retail stores; select department stores and Farmers nationwide.

About Bendon

• Bendon is one of the world’s leading intimate apparel companies. Bendon’s international reputation and success is based on innovation; design expertise, quality products, superior infrastructure and business leadership.

• Bendon currently offers eight lingerie brands including Elle Macpherson Intimates, Bendon Lingerie, Hey Sister, Macpherson Men and Bendon Man.

• Elle Macpherson Intimates is stocked in many of the world’s top department stories including Saks and Bloomingdales (US), Harrods and Harvey Nichols (UK), and Myer and David Jones (Australia). The range was recently unveiled in Germany’s Galeries Lafayette and Ludwig Beck.

• The 2010 launch of DimitySO will be Bendon’s first new range since the launch of Stella McCartney lingerie two years ago.


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