Bendon refreshes with Klum

Iconic New Zealand lingerie company replaces Australian supermodel Elle Macpherson

The host of Project Runway and former Sports Illustrated covergirl Heidi Klum is to replace Australian supermodel Elle Macpherson as the face of Bendon.

Bendon yesterday announced the new partnership with the 41-year-old Klum for its flagship Intimates brand to replace Macpherson, whose association with the lingerie company began 25 years ago.

The entire Elle Macpherson Intimates collection is to be rebranded Heidi Klum Intimates and will be launched on January 1.

Bendon was founded in 1947 by New Zealander Ray Hurley.

The company is now owned by Eric Watson’s Cullen Investments and Bendon chief executive Justin Davis-Rice, who has spearheaded the global growth of the business.

Mr Watson said Bendon was one of New Zealand’s best-kept business stories.

“To be partnering with Heidi speaks volumes about how Bendon is perceived around the world.

“It’s a great day for New Zealanders.”

Bendon also includes international brands such as Stella McCartney Lingerie, Pleasure State, Fayreform and Lovable.

Its Intimates collection brand is distributed in Australia, New Zealand, Europe and the US.

Klum said the firm was “a true leader of the industry”.

Bendon also features the daughter of Kiwi model Rachel Hunter, Renee Stewart, who was in New Zealand last month for a lingerie photoshoot.

The images are expected to be released early next year.

Heidi Klum
• The German native is a major star in the fashion and entertainment world.
• Established herself as a top model, and was a former Sports Illustrated swimsuit issue covergirl.
• Won an Emmy as host and executive producer of the 10-time Emmy-nominated Project Runway.
• Hosts Germany’s Next Top Model.
• Other ventures include an active-wear collection for New Balance and a collection for Babies”R”Us called Truly Scrumptious by Heidi Klum.
• Recently divorced pop star Seal.

- NZ Herald

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Elle Macpherson, Heidi Klum battle it out in the lingerie market

It’s the battle of the undies: Supermodels Elle Macpherson and Heidi Klum are going cheek to cheek in the highly competitive lingerie market, Julie Earle-Levine says.

Macpherson, who just turned 50, announced earlier this week she was ending her 25-year relationship with Bendon, a New Zealand-founded, Australian-based company.

Elle Macpherson Intimates, which analysts have valued at between $200 million and $300 million, sells push-up bras, underwire T-shirt bras and thong briefs at prices ranging from $55 to $95.

There had been rumors of an IPO before the split with Bendon. The current license ends Dec. 31.

News that German-born Klum, 41, will replace Aussie Elle with Heidi Klum Intimates prompted British Vogue to ask readers: “which super model would you buy lingerie from? @heidiklum V @ellemacpherson.”

Klum, who is a household name in the US and is a host on “Project Runway,” has been named creative director of the new brand and will bring her own fashion spin to existing lines.

Macpherson said her three lines — Elle Macpherson Intimates, Macpherson Men and The Body — will move to the US, where she’s planning to launch an active wear, a swim wear and different size categories. She has not yet announced with whom she will be partnering.

Bendon is hoping Klum, who has partnerships with Babies R Us and New Balance, will “at least double” business for the label over the next five years. Heidi Klum Intimates will roll out globally starting in January.

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