Heidi Klum Expands Brand by Taking Over Elle Macpherson’s Lingerie Gig
October 18, 2014 by admin
Filed under Latest Lingerie News
As brand ambassadors go, supermodel Elle Macpherson has been identified with lingerie for years—25, in fact, working with New Zealand manufacturer Bendon to develop an eponymous line that has been available worldwide in a reported $150 million deal.
Now the 50-year-old and Bendon are parting ways, with another blonde model taking over as the face of its lingerie line: Heidi Klum, who has helped keep herself in the spotlight by hosting Project Runway since its debut in 2004.
As a result, Elle Macpherson Intimates will become Heidi Klum Intimates in January, but Macpherson will keep the naming rights to her three underwear labels, while Bendon keeps the rights to all of the designs.
According to UPI, Macpherson (who still looks great at 50) plans to expand her own brand to encompass activewear and swimwear, and is looking for a manufacturer as a partner.
Klum will become the creative director and face (not to mention body) of Bendon as part of her role, adding to her branded empire that includes designing kids clothes for Babies”R”Us and an athletic wear collection for New Balance.
“I’ve always loved lingerie and can’t describe how incredibly exciting it is to globally launch my Intimates collection with Bendon, a true leader of the industry,” Klum stated in a press release.
“In addition to spending a majority of my career modeling lingerie, I am also a woman whose body has changed over the years. I am a mother of four children so I genuinely understand the importance of finding the right lingerie. I want women everywhere to feel sexy, empowered and confident in my collection every time they wear it.”
Klum, who is nine years younger than Macpherson, wanted it to be clear that she hadn’t pushed Macpherson out. “It wasn’t me knocking at the door saying I want to take over. It was offered to me,” Klum said, UPI reports.
Klum’s addition is expected to give the company a big boost. The Daily Mail hears that Bendon is expecting at least $25 million more to come into its coffers next year. Part of that increase will be more energy put toward selling the intimate apparel in North American and Europe. Women’s Wear Daily hears that Macpherson’s three lines with Bendon are worth $150 million annually.
“Elle has been a great partner to Bendon,” said company CEO Justin Davis-Rice to WWD. “However, it’s time to take the brand to even greater heights, and Heidi is perfectly positioned to do just that.”
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