Naked Brand Group
Naked Brand Group operates a portfolio of nine intimate apparel and swimwear brands (including Frederick's of Hollywood and Bendon), distributed wholesale to premier global retailers such as David Jones, Costco, Selfridges, and Woolworths. The company pivoted in 2021 via the Cenntro EV acquisition and is now delisted from NASDAQ.
- Company typePublic
- Founded1947
- HeadquartersAlexandria, Australia
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Naked Brand Group does
Naked Brand Group, Inc. (NASDAQ: NAKD, now delisted) is a specialty intimate apparel and swimwear company operating as a holding entity over a portfolio of nine company-owned and licensed brands: Naked, Frederick's of Hollywood, Fayreform, Pleasure State, Lovable, Bendon, Bendon Man, Hickory, and Davenport. The company traces its heritage to 1947 and positions itself as a curator of world-leading intimate, swim, and apparel brands. Its core technology is intimate and apparel design and manufacturing with a stated emphasis on innovation in design and technology, though no proprietary AI/ML or technology platform capabilities are disclosed.
The business operates a wholesale, multi-channel distribution model, selling through premier global retailers including David Jones, Farmers, Woolworths, Costco, Selfridges, and luxury e-commerce platform The Outnet, complemented by specialty stores, independent boutiques, and third-party e-commerce sites. Revenue is generated primarily through B2B wholesale of branded intimate apparel and swimwear; pricing is not publicly disclosed. The company also maintains consumer-facing marketing channels including a Journal content blog and email newsletter engagement. Headcount is reported at 501-1000 employees, with operating geographies described as global, though the legal entity is domiciled in Delaware, USA, with operational roots in Alexandria, Australia.
The company's strategic trajectory has shifted significantly: from the 2018 acquisition of Bendon Group (a leading ANZ intimates business) and a $25M Sapinda-led capital infusion, through an unconventional 2019 TokenPay investment, to a December 2021 acquisition of Cenntro (an electric vehicle company) that marked a fundamental pivot away from pure-play intimates and was followed by NASDAQ delisting. CEO Justin Davis-Rice (also Chairman) leads the company. The current operating entity represents a hybrid of legacy intimate apparel and the acquired EV business, with limited disclosure of consolidated revenue, segment economics, or post-pivot performance.
Naked Brand Group firmographics
Firmographics- Name
- Naked Brand Group
- Legal name
- Naked Brand Group, Inc.
- Website
- https://nakedbrands.com
- Company type
- Public
- Founded year
- 1947
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Naked Brand Group operates a portfolio of nine intimate apparel and swimwear brands (including Frederick's of Hollywood and Bendon), distributed wholesale to premier global retailers such as David Jones, Costco, Selfridges, and Woolworths. The company pivoted in 2021 via the Cenntro EV acquisition and is now delisted from NASDAQ.
- Ownership category
- akta.pro rank
Naked Brand Group industry classification
Industry- Product category
- Intimate Apparel & Swimwear
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Merchant Wholesalers (424350), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Women's Clothing Stores (5621), Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
- akta.pro secondary industries
- Intimates, Lingerie & Sleepwear Retail (CRAAABAF), Sexual Wellness & Intimacy Products DTC (CRAFACAM), Intimates, Hosiery & Sleepwear Wholesale (CRAOADAG)
Keywords
Where Naked Brand Group is headquartered
LocationHeadquarters
- HQ city
- Alexandria
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Naked Brand Group business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Apparel and Intimate Products Sales: Design, manufacture and market a portfolio of 9 company-owned and licensed brands in the intimate, apparel and swimwear categories. Revenue is generated through wholesale distribution to retailers and department stores globally.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels2 records
Naked Brand Group product offering
Product offeringCore offering
Naked Brand Group designs, manufactures, and markets a portfolio of 9 company-owned and licensed brands in the intimate apparel, swimwear, and apparel categories. Its brands (Naked, Frederick's of Hollywood, Fayreform, Pleasure State, Lovable, Bendon, Bendon Man, Hickory, and Davenport) are distributed globally through premier department stores, specialty stores, independent boutiques, and third-party e-commerce platforms. Revenue is generated primarily through wholesale distribution of branded intimate and apparel products to retail partners worldwide.
Product overview
Naked Brand Group is a leading intimate, apparel, and swimwear company operating as a portfolio of 9 company-owned and licensed brands. The company serves as creators and curators of world-leading intimate and apparel brands, bringing together exceptional intimate, swim, and apparel brands. The portfolio includes Naked (core brand), Frederick's of Hollywood, Fayreform, Pleasure State, Lovable, Bendon, Bendon Man, Hickory, and Davenport. Each brand embodies a unique design identity, preserved heritage, and dynamic customer focus. The brands are distributed through premier department stores, specialty stores, independent boutiques, and third-party e-commerce sites globally, including retailers such as David Jones, Farmers, Woolworths, Costco, Selfridges, and The Outnet. The company operates a multi-channel platform positioned to leverage the fragmented marketplace in intimates, swim, and apparel with global presence and commitment to innovation in design and technology.
Differentiator
Problem solved
Functional benefit
Brands
- Naked: Core brand of the company, part of the portfolio of intimate and apparel brands.
- Frederick's of Hollywood
- Fayreform
- Pleasure State
- Lovable
- Bendon
- Bendon Man
- Hickory
- Davenport
Products and services
- Naked The parent company's core brand, positioning itself as creators and curators of world-leading intimate and apparel brands, with a focus on redefining comfort as an achievable luxury since 1947.
- Frederick's of Hollywood Heritage intimate apparel brand with iconic status in the company's portfolio, distributed through premium department stores and specialty retailers globally.
- Fayreform Intimate apparel brand serving diverse body types with focus on comfort and fit, distributed in Australian and international markets.
- Pleasure State Intimate apparel brand known for sustainable and eco-friendly lingerie products, emphasizing comfort and environmental responsibility.
- Lovable Intimate apparel brand focused on everyday comfort and style, serving broad consumer segments across global retail channels.
- Bendon Intimate and sleepwear brand offering women's lingerie and intimate apparel with emphasis on quality materials and design innovation.
- Bendon Man Men's intimate apparel and underwear brand providing comfort-focused products across the company's global distribution network.
- Hickory Intimate apparel brand with heritage positioning, serving specialty retail and department store channels internationally.
- Davenport Intimate apparel brand within the portfolio, distributed through premier department stores and specialty retailers globally.
Companies that use Naked Brand Group
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Naked Brand Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Naked Brand Group partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Naked Brand Group competitors and assessment
Company assessmentBroad incumbents
- PVH Corp. Global apparel company owning Calvin Klein and Tommy Hilfiger, with significant intimates business under Calvin Klein. Comparable portfolio-based model of managing multiple apparel and intimates brands at scale.
- Hanesbrands: Large multi-brand intimates and apparel conglomerate (Hanes, Maidenform, Bali, Champion). Directly comparable to Naked Brand Group's portfolio approach of managing multiple intimates and apparel brands through wholesale and retail distribution.
- Calvin Klein (PVH intimates division): Global intimates and apparel brand under PVH Corp with extensive department store distribution. Comparable to Naked Brand Group's premium intimates positioning and multi-channel wholesale distribution strategy.
Emerging players
- ThirdLove: Direct-to-consumer intimates brand focused on fit technology and inclusive sizing. Comparable intimates category with an alternative DTC and technology-driven go-to-market model to Naked's wholesale-led approach.
- Cosabella: Independent intimates and loungewear brand distributed through specialty boutiques and department stores. Comparable heritage-positioned intimates brand with similar department store and specialty boutique distribution channels.
- Savage X Fenty: Digital-first intimates and loungewear brand built around celebrity and inclusivity. Comparable to Naked's intimates focus but represents the DTC-native model that Naked is shifting toward via content and digital channels.
- Adore Me: DTC intimates brand acquired by Hanesbrands, focused on affordable luxury and inclusive sizing. Comparable as a digitally native intimates brand targeting the same broad consumer base Naked Brand Group addresses through its multi-brand portfolio.
Direct peers
- Wacoal Holdings: Japanese intimates and apparel company with global distribution across department stores. Directly comparable as a multi-market intimates brand distributed through premier retailers, similar to Naked Brand Group's department store-led model.
- Chantelle Group: French heritage intimates brand with global wholesale distribution through department stores and specialty retailers. Comparable multi-channel intimates distribution model and premium positioning.
- Victoria's Secret & Co. Leading global intimates and beauty retailer with a portfolio including Victoria's Secret and PINK. Directly comparable as a heritage intimates brand with global department store and DTC distribution, overlapping with Naked Brand Group's premium intimates positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Naked Brand Group social profiles
Digital presenceNaked Brand Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naked Brand Group leadership team
Management profileNumber of profiles
Profiles1 record
Naked Brand Group subsidiaries and ownership
Company hierarchySubsidiaries9 records
Naked Brand Group funding detail
Funding detailFunding overview
Funding rounds4 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naked Brand Group M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Naked Brand Group
What does Naked Brand Group do?
Naked Brand Group designs, manufactures, and markets a portfolio of 9 company-owned and licensed brands in the intimate apparel, swimwear, and apparel categories. Its brands (Naked, Frederick's of Hollywood, Fayreform, Pleasure State, Lovable, Bendon, Bendon Man, Hickory, and Davenport) are distributed globally through premier department stores, specialty stores, independent boutiques, and third-party e-commerce platforms. Revenue is generated primarily through wholesale distribution of branded intimate and apparel products to retail partners worldwide.
Is Naked Brand Group a public or private company?
Naked Brand Group is a public company. It is classified as public and is currently operating.
When was Naked Brand Group founded?
Naked Brand Group was founded in 1947. It employs 501 to 1,000 people.
Where is Naked Brand Group based?
Naked Brand Group is headquartered in Alexandria, Australia, in the Oceania region.
How does Naked Brand Group make money?
One revenue line is on record: apparel and Intimate Products Sales.
Who are Naked Brand Group's main competitors?
Broad incumbents on record are PVH Corp., Hanesbrands and Calvin Klein (PVH intimates division). Emerging players are ThirdLove, Cosabella, Savage X Fenty and Adore Me. Direct peers are Wacoal Holdings, Chantelle Group and Victoria's Secret & Co..
Does Naked Brand Group have an API?
No public API is recorded for Naked Brand Group.
What industry is Naked Brand Group in?
Naked Brand Group's product category is Intimate Apparel & Swimwear. Its primary akta.pro industry code is CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands, with a secondary code of CRAAABAF, Intimates, Lingerie & Sleepwear Retail. Its NAICS code is 458110 and its SIC code is 5621.