Australian intimates brand Berlei has cracked the US market through a partnership with department store Macy's.
Berlei Sport has landed in Macy's New York flasgship store to promote the range alongside global tennis star and brand ambassador Serena Williams.
Williams shared her longstanding ties to the label.
“My mum introduced me to the Berlei bras about 10 years ago and I haven’t taken them off since.
“Their sports bras are the best for support, comfort and fashion.
“I also love that the brand truly supports and celebrates real women of all shapes and sizes.”
Berlei divisional manager Holli Michelle said expansion to the US marks a major milestone ahead of Berlei's 100th anniversary.
“Just ahead of our 100 year birthday, we’re thrilled to be launching Berlei Sport to the US.
“We see huge potential in this market to offer our unique sports bras that truly support women while they work out, rather than just compressing the ‘girls’ into a mono-boob!
“We know American women will love Berlei as much as Australian women do.”
In line with the launch, Berlei has developed a 'Support Factor System' rating in conjunction with the Australian Institute of Sport.
Models will demonstrate three levels of support in a bid to educate consumers on product and fit.