History
History
Ray revolutionised the lingerie industry with a radical approach to design. Rather than force women's bodies into the restrictive corsetry of the time, he looked at the way women moved and pioneered lingerie that would 'bend on' their bodies.
While Bendon has gone through a number of changes in structure and ownership over the years, it has maintained its leadership through ideas and innovation.
Bendon TimeLine
2012Also in July, Stella McCartney will expand her lingerie offering with a new everyday range at an attractive price point, thus making Stella McCartney lingerie available to a broader customer base. |
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2012Entering into the market in July 2012, Evollove is the affordable lingerie brand fuller busted women have long coveted. |
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2011Bendon extends its product offering further by purchasing Australian lingerie brands Lovable, Kissed by Lovable and Davenport . Bendon now sells 13 intimate apparel brands around the world. |
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2011Highly regarded Australian lingerie brand Pleasure State merges its operations with Bendon, creating greater synergy for the company and bringing more luxury lingerie to consumers. |
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2010Elle Macpherson Intimates launches Obsidian; a brand highlighting a monochromatic pallette, and raw sensuality. |
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2007Elle Macpherson Intimates launches the Boudoir range, combining silks and luxury fabrics with couture, designed to celebrate modern sexuality. |
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2004Elle Macpherson Intimates launches a new category – 'Afterwear' designed for lounging in the greatest of style. |
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2000Bendon acquires Fayreform, a brand offering superior comfort, support and shape for the full cupped and full figured woman. |
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1990Elle Macpherson joins forces with Bendon to create "Elle Macpherson Intimates" – a sophisticated lingerie label synonymous with sexy, feminine style and superb fit. With the launch of the Elle Macpherson Intimates range, Bendon becomes one of the first companies to make "fashion lingerie" accessible to millions of women. |
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1968Bendon launches New Zealand's first colour co-ordinated slips, bras and briefs. |
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1963Innovation becomes the key to Bendon's success with the introduction of stretch strap bras and stretch 'bodyfashions'. |
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1947Bendon is founded by Ray Hurley, a former naval officer, and his brother Des,a patter cutter by profession. Together, they revolutionise the lingerie industry. Women's underwear was traditionally only available in neutral colours and in very limited styles, often using heavy boning and strong seams, thus constricting movement. Women's undergarments were purely functional and not meant to be seen. 'Bendon' is a literal description of how the new lingerie fits. Rather than force women's bodies into the restrictive corsetry of the time, the brothers looked at the way women's bodies moved and pioneered lingerie that would 'bend on' the body, hence the company name. |
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