The Limited is launching its first collection of intimate apparel, bearing the Bendon label, on Nov. 3.
Bendon Ltd. is a 60-year-old lingerie company and brand based in New Zealand with estimated annual revenues in excess of $150 million. It manufactures intimates, including full-figure Fayreform bras, and has two designer licenses: Elle Macpherson Intimates and Stella McCartney Intimates. In the joint partnership with The Limited, the Bendon name will be marketed as Intimates by Bendon for The Limited, while hangtags and the label will feature the Bendon name.
Limited Stores had been part of Limited Brands Inc., which owns Victoria’s Secret, until an affiliate of Sun Capital Partners Inc. acquired a 75 percent stake in The Limited in July 2007. Limited Stores did not feature lingerie because of the connection with Victoria’s Secret, with the exception of a seamless cami manufactured in Brazil, introduced in 2000, said Alice Hilliard, associate vice president of accessories and new business at The Limited.
Discussing the launch of a full range of lingerie, Hilliard said, “We think intimate apparel is something our customer looks for, and we think that to have it in our stores and cater to her lifestyle and the way she shops will be one-stop shopping for our customer and a great opportunity for us. We’ll be testing with our vendor [Bendon] in 20 doors, and we think it will be the perfect time to do seamless panties and have a seamless cami and panty set [made in Brazil] in a range of fashion colors and basic colors.” The lingerie also will be sold on thelimited.com Web site.
The Limited has 220 doors and plans to expand the Bendon collection into more units over the next several years based on consumer reaction and product mix, Hilliard said. She declined to give a sales projection, but said lingerie should account for 3 percent of total store business in the next three to five years.
“We’ll be playing around with different presentations in cabinets in our stores with one group in one store, and other groups in other stores,” Hilliard said. “Our mission was not to purchase a lot of new fixturing.”
She said the “core customer is 26- to 35-years-old. But she really is all ages and has a mind-set of being younger. She is very on-trend, but also likes to be herself. We have a great dress business, and it’s a natural for our dress customer to buy a bra to go with a dress.”
Hilliard singled out a strapless style by Bendon as a key item.
Victoria Vandagriff, president of Bendon USA, said the union with Limited Stores is a “great opportunity” during a challenging economic time.
“They approached us, someone on their investor team,” Vandagriff said. “We’ve now found a home in the U.S. for Bendon, whose namesake brand has long been well-known in New Zealand, which has 20 Bendon stores; Australia, which has six stores, and the United Arab Emirates, which has 12 franchises. It’s a great partnership with the Limited’s DNA because the demographics of their consumer is aligned with the Bendon consumer.”
The collection of 12 styles of coordinating bra and panty sets will feature a Body Basics group that will comprise 70 percent of offerings, while fashion styles with lace and mesh treatments and minimal embellishments will account for 30 percent. Items for spring will include two new groups: Body Lace and Body Lavish with embroideries. “We may have a panty program in the future,” Vandagriff said.
The bras, which will be sized 32A to 38DD, will retail between $35 and $38; panties in sizes S, M, L and XL, will be priced $14 to $16.�
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews