Intimate Apparel. Intimates by Bendon for The Limited

October 27, 2008 • Accessories

According to WWD, The Limited is launching Bendon…its first collection of intimate apparel on November 3rd.

New Zealand based Bendon
is a 60-year-old lingerie company which manufactures intimates, including full-figure Fayreform bras, and has
two designer private lable licenses: Elle Macpherson Intimates and Stella McCartney
Intimates. In the joint partnership with The Limited, the Bendon name
will be marketed as Intimates by Bendon for The Limited.

Limited Stores had
been part of Limited Brands Inc., which owns Victoria’s Secret, until
an affiliate of Sun Capital Partners Inc. acquired a 75% stake
in The Limited in July 2007. Limited Stores did not feature lingerie
because of the connection with Victoria’s Secret. Now all is fair in love and war! Game on!

The bras, which
will be sized 32A to 38DD, will retail between $35 and $38; panties in
sizes S, M, L and XL, will be priced $14 to $16.

Read "The Limited to Launch Bendon Intimate Apparel" here.

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