NEW ZEALAND: A new plus size label called DimitySO will be the centrepiece of Bendon's 2010 global growth strategy.
The Auckland headquartered lingerie company has revealed it will launch the new label into both local and overseas markets in January as a "direct response" to an increase in the average woman's bust size.
Bendon general manger design, Sue Dunmore, said the new label will specifically target young, active, fashion forward women.
"Up until now, bigger bras have been technical but not very fashionable. And the market has been slow to respond to customer demand for more stylish garments," Dunmore said.
"The decision to launch DimitySO reflects the strength and confidence we have in Bendon's current growth plans. Interest from worldwide retailers has exceeded expectations. Clearly there is demand and Bendon is pleased to be the first to deliver."
DimitySO is the first product launch in two years for Bendon and will bring the company's portfolio to nine brands, including Elle Macpherson Intimates, Bendon Lingerie, Hey Sister and Bendon Man. The DimitySO launch collection will feature 32 sets in cup sizes D to J, and will be stocked at selected David Jones stores in Australia. The label will also be available in Bendon retail stores in New Zealand and additional stockists in New Zealand, the UK and the US.
Dunmore said 2009 had been a "time of growth and expansion" for the lingerie company.
"In recent months we've expanded our Elle Macpherson Intimates range into Europe and Scandinavia. By January next year, the range will also be available to women in France, Greece and the Netherlands," she said.
DimitySO bras will retail from $69.95, briefs from $29.95 and sets from around $100.