Bendon
New Zealand
Bendon is a New Zealand lingerie group founded in Auckland in 1947 by Ray and Des Hurley. It was bought out by management in April 2021 after a period of heavy losses.
| Founded | 1947 |
|---|---|
| Founders | Ray Hurley and Des Hurley |
| Headquarters | Auckland, New Zealand (as of 2017 per Wikipedia) |
| Management buyout | April 2021 |
| Segment | Lingerie, swimwear and hosiery |
| Website | bendon.com |
What is Bendon?
Bendon is a New Zealand intimate apparel company, established in 1947 on Auckland's North Shore by Ray Hurley and his brother Des. It was first called Hurley Bendon and made corsets before moving into underwear. The company describes itself as a global leader in intimate apparel.
History
Wikipedia records a series of ownership changes. Ceramco Corporation bought the business in 1987, and in 2002 Eric Watson's Pacific Retail Group acquired it for NZ$58.7 million. It merged with the Australian company Pleasure State in 2011 and in 2017 was taken over by Naked Brands through a reverse takeover. After heavy losses, Naked Brands divested Bendon in April 2021 through a NZ$1 management buyout led by CEO Anna Johnson. Production moved offshore in 2000, ending mass underwear manufacturing in New Zealand.
Products and positioning
The group has operated several labels, according to the same source.
- Women's: Bendon, Me by Bendon, Pleasure State, Lovable and Hickory
- Fuller cup: Fayreform
- Men's: Bendon Man and Davenport
Business model and distribution
The company website says its brands are sold through more than 4,000 doors in 34 countries, plus 60 company-owned Bendon retail and outlet stores in Australia, New Zealand and Ireland. This combines wholesale and department store distribution with its own retail.
Why it matters
Bendon is one of the better-known lingerie groups from New Zealand and its history shows how mid-sized intimates companies have been restructured. The figures above come from the company and from Wikipedia, and the current ownership structure after 2021 should be confirmed with company sources.
Frequently asked questions
Who owns Bendon?
According to Wikipedia, Bendon was divested by Naked Brands in April 2021 through a management buyout led by CEO Anna Johnson. Its current ownership has not been verified beyond that.
Where is Bendon from?
Bendon is from New Zealand. It was founded in Auckland in 1947 by Ray Hurley and his brother Des.