What's at stake as Heidi Klum jets to Australia in a promotional blitz for Bendon across Myer and David Jones?
Klum represents the biggest branding change to the intimate apparel brand in 25 years.
Last year, Bendon has appointed supermodel Heidi Klum as the face and creative director for its flagship intimates collection.
Klum will succeed Elle Macpherson after 25 years with the brand.
In what is believed to be a world first, the entire Elle Macpherson Intimates collection has been rebranded as Heidi Klum Intimates.
Heidi Klum Intimates will launch in over 1800 retail doors worldwide this month.
Bendon CEO Justin Davis-Rice said this is an important change for the company.
"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."
Today, 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.
The business also 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.
Watson said the new venture will expand Bendon's footprint.
"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.
The Heidi Klum Intimates autumn/winter 15 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.