Bendon lingerie upsizes

By DITA DE BONI

Bendon is set to expand again, yesterday revealing it had bought the brand and stock of Fayreform Lingerie.

Fayreform, which supplies fuller-figured lingerie to the Australian and New Zealand markets through Bennett & Bain, Farmers and other large chain stores and speciality outlets, was placed in receivership last month.

The price of the deal has not been disclosed.

The Fayreform purchase comes just over a month after Bendon's purchase of 10 troubled high-end lingerie stores from Bennett & Bain.

Bennett & Bain was insolvent at the time.

In a press release yesterday, Bendon managing director Hugo Venter said the company planned to expand the core Fayreform range, updating designs to be "more fashionable."

"Not only is Fayreform a perfect complement for our other brands, but the fuller-figure market is crying out for more fashionable alternatives," Mr Venter said.

Fayreform, which manufacturers overseas like Bendon, has only a small share of the branded lingerie market, but goes beyond several other lines in offering bras bigger than a DD measurement.

The distinction has earned it a committed core of customers, according to one industry source.

The combined business of Bendon and Fayreform is thought to account for just over a third of the total lingerie market.