The company recently underwent a rigorous transformation, and here CEO Anna Johnson tells how it’s redefining itself — and redefining beauty.
Bendon began with a desire to liberate women from restrictive, rigid corsets, replacing them with lingerie that would bend on their bodies — hence the name.
A management buyout was executed in April 2021, and as a result, the company is now run entirely locally, including all design, research and development, and fitting, bringing Bendon back full circle to being owned and operated in New Zealand and Australia. We’ve pivoted to ensure our customers are at the heart of the brand, selecting models, media and products that reflect modern Kiwi and Australian ideals, and that allow us to do what we’ve always done best: design and create innovative and fashionable bras that never compromise on comfort, quality and superior fit. We have a fantastic leadership team in place that’s 99% female, new collections designed by women for all women, and the best product range of the last five years.
The people wearing our brands [Bendon, Me By Bendon, Fayreform, Pleasure State, Lovable, Bendon Man and Davenport] must feel confident, comfortable and empowered.
Well-fitting, beautiful lingerie changes lives, and creating beautiful products that tap into that power is a gift for our design team. Life’s too short for ordinary underwear, and we believe in the magic of finding luxury in the everyday.
Understanding trends and what’s coming down the pipeline has never been more critical.
During the pandemic, we saw a desire from customers globally to have more wire-free options to provide a level of support without the usual wires and cup structure. This was a drive from all customers, regardless of cup or body size. In response, we created designs from bonded and free-cut materials to give support while still being comfortable during longer days working at home.
The line between physical and digital has blurred, creating a new blueprint and loads of opportunity for the hybrid shopping experience.
We can’t rely on e-commerce alone; our customers still want the unique in-store experience, the physical reaction of the moments, the tactile nature of shopping with us, and the interconnection and validation they get at the end. For us, success is creating a seamless blend of the physical and the digital that leverages the best aspects of each to provide a fulfilling, comprehensive shopping experience that’s hyper-personalised, responsive in real time and still human.
Fayreform ‘Fascination’ bra, $70. Pleasure State ‘Fae’ bra, $70. Me By Bendon ‘You Glow’ bra, $90.
We’re currently looking at our bestsellers over 75 years of business and assessing whether we can transition to recycled materials.
It’s a delicate balance to ensure the trusted fit and quality aren’t compromised, and the product remains economical for our loyal customers. Most fully recycled bras launched by boutique brands in the market aren’t entirely constructed bras — they’re mostly bralettes, which are cup-less, wireless and basic in construction. These styles are unsuitable for women with larger breasts because they don’t provide the support needed to keep breast ligaments in place for optimal breast health.
We’re unique in that Bendon anchors a house of brands that show up for women across their lifetimes.
Bendon’s not only worn close to the skin — it’s held close by those who love and cherish the brand. For us, it’s less about age and stage than it is about shared human experience and being there in these ‘moments.’
There’s still a lot of work to do in broadening the definition of beauty.
It’s not always easy to do the right thing. Building our conscious ranges is more work, sourcing new materials and factories and redesigning is more expensive, and then we need to find talent to shoot who aren’t just generic representations of a definition of beauty, which is challenging. But we’re relentless in this pursuit because it’s worth it.
This article was originally published in Fashion Quarterly magazine ‘The Celebration Issue’ Summer 2023.
Images: Supplied.
