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‘Elle’ Is For Lingerie

This story first appeared in the August 26, 2002 issue of WWD.  Subscribe Today.

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 http://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.”