'Elle' Is For Lingerie

It’s one of the biggest lingerie brands in Australia, and now Elle Macpherson Intimates is looking eastward with a possible U.S. expansion. Launched 12 years ago together with the Bendon Group Ltd., a New Zealand-based manufacturer, annual sales are now more than $30 million, according to the company. The collection features everything from silicone-filled bras to maternity models. Prices range from approximately $9 for panties to $36 for a basic push-up bra to $45 for a bra with lace detailing.

The line sells in Australia and New Zealand and launched in the U.K. last fall. It’s carried by Selfridges and House of Fraser, both U.K.-based department stores, and online at www.figleaves.com. Supermodel Macpherson, who’s based in London, weighs in on the line via e-mail, working with the design team in New Zealand.

The winter collection features the best-selling Straight Laced range with underwire bras decked with lace, net and gold-colored jewelry components. Other collections this season are themed around Parisian vintage, denim and tartan. According to Kay Cohen, Bendon’s group general manager for brands: "We have lots of plans for the obvious line extensions that relate to lifestyle concepts, and like to think we have a brand that connects with women on a holistic level."

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