Heidi to replace Elle as Bendon partner

Heidi Klum will launch her own lingerie line with New Zealand group Bendon, replacing Elle Macpherson as its Intimates partner and creative director.

The Heidi Klum Intimates line will launch in January and is expected to double business for Bendon in the next five years.

“It’s unique to be able to take a brand and convert it to another name that you believe will grow the line exponentially,” Justin Davis-Rice, chief executive officer of Bendon told Womenswear Daily, noting that Elle Macpherson represents 20% of the company’s business.

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Klum’s deal will include HKMAN and Heidi by Heidi Klum, replacing The Body line.

Macpherson will depart the Bendon group on December 31 after a 25-year partnership and expand her three underwear lines – Elle Macpherson Intimates, Macpherson Men and The Body – in America, the supermodel has confirmed.

She also has plans to enter activewear, swimwear and plus- and petite-size categories.

"I am very proud of the brands which I created and nurtured for the past 25 years and thank the Bendon Group, who has been supportive to the success of my brands,” said Macpherson.

“I am relocating to the US with my family and I’m excited about energizing the further growth of the brands in the US market.”

Macpherson will continue to operate with new, unnamed, partners and existing designs and intellectual property currently under EMI remain with Bendon and will transfer to its new brand, Heidi Klum Intimates.



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