Heidi Klum announced as the new Creative Director and face of Bendon’s flagship Intimates collection, succeeding Elle Macpherson after 25 years with the brand.
Klum has established herself as a style and beauty icon. In what is believed to be a world first, the entire Elle Macpherson Intimates collection will be rebranded as Heidi Klum Intimates and will launch on 1 January, 2015. Klum’s vast experience in the lingerie and modelling world will help bring a fresh perspective to the legacy collection.
“As a globally renowned supermodel and successful entrepreneur, we are very excited to welcome Heidi to our flagship Intimates collection,” said Justin Davis-Rice, CEO of Bendon. “As our industry continues to globalise, fresh designs and active publicity are becoming more and more important. Elle has been a great partner to Bendon, however it’s time to take the brand to even greater heights, and Heidi is perfectly positioned to do just that. From the first meeting it was obvious that we were destined to collaborate and work together – her energy, work ethic and passion for lingerie is incredible. I am looking forward to working with her as we continue to build on the heritage of our Intimates brand.”
Klum said, “I’ve always loved lingerie and can’t describe how incredibly exciting it is to globally launch my Intimates collection with Bendon, a true leader of the industry. In addition to spending a majority of my career modelling lingerie, I am also a woman whose body has changed over the years. I am a mother of four children so I genuinely understand the importance of finding the right lingerie. I want women everywhere to feel sexy, empowered and confident in my collection every time they wear it.”
Bendon is owned by Eric Watson’s Cullen Investments and CEO Justin Davis-Rice, who for the past five years has spearheaded the global growth of the business, which includes international brands such as Stella McCartney Lingerie, Pleasure State, Bendon, Fayreform and Lovable. The company launched its flagship Intimates collection with Elle Macpherson in 1990, and this brand has become the largest celebrity endorsed intimates collection in the world, distributed widely in Australia, New Zealand, Europe and the USA.
Commenting on the deal Watson said, “Global distribution has been a real focus for Bendon. Today’s announcement of our partnership with Heidi will enable us to leverage the global base we’ve already established and grow exponentially. When you combine that with the 25 year heritage of our Intimates business, the future for Bendon looks incredibly exciting.”
A multi-platform marketing campaign featuring Heidi Klum will announce Heidi as Bendon’s new partner for its Intimates brand and generate excitement for Heidi Klum’s fans and lingerie lovers world-wide.
The Heidi Klum Intimates collection will also include a men’s brand, HKMAN, and Heidi by Heidi Klum, a more accessible line of every day essentials. In addition, Bendon and Heidi Klum are in development of expanded product categories including swimwear.
Founded in 1947, Bendon revolutionised the lingerie industry through quality and innovation, creating a design philosophy that has grown stronger throughout the company’s 67 year history. The company’s brands include Bendon, Bendon Man, Davenport, Evollove, Fayreform, Hickory, Lovable, Pleasure State and Stella McCartney Lingerie.
Globally, the company’s brands are distributed through over 4,000 doors across 34 countries, as well as a growing network of 60 company-owned Bendon retail and outlet stores in Australia, New Zealand and the United Kingdom. It maintains offices in Auckland, Sydney, Melbourne, New York, London and Hong Kong.