Bendon Group

What Bendon Group does

Bendon Group is a privately held New Zealand-headquartered intimate apparel company founded in 1947 and based in Auckland (8 Airpark Drive, Airport Oaks). The company designs, manufactures, and markets a portfolio of intimate apparel brands including the core Bendon label, premium Pleasure State, specialised fit brand Fayreform, men's line Bendon Man, and a set of sub-brands (Lovable, me. by bendon, Bendon Sport, Bendon Motherlove, Evollove, Hey Sister, Hickory, Davenport, Kissed by Lovable, and the Bendon Outlet format). Its core technology is supply chain management rather than software: a global production network coordinated across 30+ partner facilities in Asia for sourcing, manufacturing, and production oversight, supported by an in-house team of nearly 500 professionals handling design, merchandising, retail operations, wholesale, and corporate functions.

The business operates through three distribution channels. The first is company-owned physical retail: 59 Bendon Lingerie retail and outlet stores across Australia and New Zealand. The second is wholesale and concession, anchored by a 30+ year partnership with Australian luxury department store David Jones and 24 concession stores within Myer department stores across Sydney, Melbourne, Canberra, Brisbane, Adelaide, and Perth, supplemented by 300+ select retail partners across three continents. The third is direct-to-consumer via the company's own e-commerce sites (bendongroup.com, bendonlingerie.com) and social media channels. Revenue is generated through physical retail sales (transactional hardware/apparel sales) and wholesale distribution to retail partners, with the consumer base being primarily women seeking fitted, comfortable intimate apparel, extended via men's, active, and maternity sub-brands. Pricing is not publicly disclosed; the company does not hold funding from disclosed institutional investors and is described as privately held and co-owner controlled, with Anna Johnson as Co-Owner & CEO since 2021.

Name

Bendon Group

Legal name

Bendon Group

Website

https://bendongroup.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bendon Group is a New Zealand-founded (1947) heritage intimate apparel company that designs, manufactures, and distributes a multi-brand lingerie and underwear portfolio across owned retail, department store concessions, and wholesale partners.

Ownership category

akta.pro rank

Product category

Intimate Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Intimates, Lingerie & Sleepwear Retail (CRAAABAF), Intimates, Hosiery & Sleepwear Wholesale (CRAOADAG), Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD)

Keywords

• Intimate apparel
• Lingerie manufacturing
• Women's underwear
• Brassiere design
• Apparel wholesale

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales: Revenue generated through company-owned Bendon Lingerie retail and outlet stores across Australia and New Zealand, as well as online sales through the company's website.
2. Wholesale Distribution: Revenue from selling products through wholesale partners including David Jones (30+ year partnership), Myer department stores (24 concession stores), and 300+ additional retail partners globally.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels2 records

Core offering

Bendon Group designs, manufactures, and markets a portfolio of intimate apparel brands including lingerie, bras, loungewear, sleepwear, sports bras, and maternity/nursing wear. Products are sold under multiple brands (Bendon, Pleasure State, Fayreform, Bendon Man, Lovable, me. by bendon, Bendon Sport, Bendon Motherlove, and others) through company-owned retail and outlet stores in Australia and New Zealand, department store concessions, 300+ wholesale retail partners globally, and direct e-commerce.

Product overview

Bendon Group is a heritage intimate apparel company operating for nearly 80 years since 1947, designing, manufacturing, and marketing a portfolio of internationally recognized brands. The company offers a unified platform of intimate apparel, lounge, and sleepwear products across multiple sub-brands including Bendon (core), Pleasure State (luxury), Fayreform (specialized fit), Bendon Man (men's), me. by bendon (contemporary), Lovable, Bendon Sport (activewear), Bendon Motherlove (maternity), and Evollove. Products are distributed through three continents via 300+ retail partners, 59 company-owned retail and outlet stores in Australia and New Zealand, and direct-to-consumer e-commerce. The company operates from headquarters in Auckland, New Zealand, with a global supply chain spanning 30+ partner facilities in Asia.

Differentiator

Problem solved

Functional benefit

Brands

• Bendon: Core brand offering lingerie, bras, and intimates with nearly 80 years of commitment to quality.
• Pleasure State
• Fayreform
• Bendon Man
• me. by bendon
• Lovable
• Bendon Sport
• Bendon Motherlove
• Evolove
• Hey Sister
• Hickory
• Bendon Lingerie
• Bendon Outlet

Quantifiable outcome

• Presence across 3 continents through 300+ retail partners
• +3 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• David JonescoreChannel Partner/ Reseller/ DistributorBendon has maintained a 30+ year partnership with luxury Australian department store David Jones. This is one of Bendon's most significant and longstanding wholesale relationships, providing access to premium Australian retail consumers through David Jones' department store locations.
• MyercoreChannel Partner/ Reseller/ DistributorBendon operates 24 concession stores within Myer department stores across major Australian cities including Sydney, Melbourne, Canberra, Brisbane, Adelaide, and Perth. These concession stores feature a full assortment of Bendon's most loved styles in addition to seasonal fashion collections.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Triumph International: Global intimate apparel and lingerie brand with heritage comparable to Bendon's, operating across multiple continents with both wholesale and retail distribution. Directly competes in the same product category with similar brand positioning.
• Berlei: Heritage Australian intimate apparel brand competing head-to-head with Bendon in ANZ department stores and specialty retail. Most direct regional comparable given similar brand age, target customer, and distribution model.
• Wacoal Holdings: Japanese-founded global intimate apparel specialist with strong department store distribution and a focus on fit and quality. Closely comparable business model emphasizing brand-led wholesale and own retail.

Emerging players

• Savage X Fenty: Digitally native intimate apparel brand built on inclusive sizing and direct-to-consumer distribution. Represents the emerging DTC model pressuring traditional intimate apparel brands like Bendon.
• Aerie (American Eagle Outfitters): Body-positive intimates and loungewear sub-brand growing rapidly within American Eagle. Competitor in the same intimate apparel category with a digitally strong, youth-focused positioning.
• ThirdLove: US-based DTC intimates brand focused on fit technology and half-cup sizing. Emerging digital-first competitor to traditional intimate apparel retailers including Bendon.

Broad incumbents

• Hanesbrands: Multi-brand intimate apparel and basics conglomerate owning Bonds, Champion, Bali, and Playtex. Competes directly in intimates and basics with a much larger global footprint.
• Calvin Klein (PVH Corp.): Global fashion brand with a large intimate apparel and underwear line sold through department stores and own retail. Overlaps with Bendon's wholesale distribution and brand-led intimates positioning.
• Victoria's Secret: Largest specialty intimate apparel retailer globally with extensive own-brand portfolio and substantial wholesale presence. A broad incumbent competing across price points and categories where Bendon also operates.

Regional players

• Bonds (Hanesbrands): Iconic Australian basics and underwear brand under Hanesbrands. Direct competitor to Bendon in ANZ with strong department store and mass retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bendon Group