Australian supermarket chain Woolworths has inked a deal with intimate apparel company Bendon to launch an exclusive underwear line.
Available for men and women, customers will now be able to purchase a host of twin and single packs of briefs from Davenport, Lovable, HEIDI by Heidi Klum and Heidi Klum Man across its network of 780 stores.
The deal could strike lucrative results for Bendon as Woolworths records it has sold over 1.5 million pairs of briefs from its current offering.
Woolworths category manager for apparel and footwear Samantha Hewlett believes the business has formed a solid partnership with the company.
“This is the first time Bendon has partnered with an Australian supermarket to deliver an exclusive range and is part of our commitment to delivering high quality products at a great price."
Bendon PR director said that the opportunity will allow the company to widen its consumer base.
“We’re absolutely delighted to be creating these exclusive ranges for Woolworths customers and to give Australian consumers access to high quality underwear at an affordable price.”
Price points for the exclusive range run from $18-$22.