(Filed Under wholesale Lingerie News). Naked Brand Group Limited, the result of the recent merger between Naked and Bendon, “has launched Bendon’s new mass-market diffusion program featuring Bendon’s best-selling women’s comfortable brief design with Costco Australia.”
The company noted that “by the end of November, Costco Australia is expected to stock the new test program” at all 11 of the Costco locations in that country. “Initial product shipments will be made throughout August, with follow-on orders already planned for September and October.”
While most U.S. wholesalers are more circumspect about their presence in Costco, Naked bragged about the program in a press release August 9. “We are pleased to announce the launch of this new diffusion program with Costco Australia, a continuation of our goal to grow and partner with industry leading companies worldwide,” said Justin Davis-Rice, Naked’s CEO. “Approximately 40% of our product sales are derived from basic item replenishment with wholesale partners such as Costco. Bendon’s sourcing and outlet store model molds well with the wholesale model and we look forward to a strong working relationship with Costco.”
According to Naked, “the program integrates Bendon’s best-selling brief design and offers consumers a comfortable, value-oriented pack of five briefs at a retail price of AU$25.99,” [about $19.30 at current exchange rates]. “This product further expands on an identified growth category for Naked Brand Group - a premium product offering at a price point accessible to a wider audience.”
Meanwhile, on the Naked website in the U.S. most women’s underwear (for example the “Everyday Pima Cotton Modern Brief”) retails for $18.00 per piece. And three-packs (for example the “Everyday Pima Cotton Modern Brief 3-Pack”) retail for $45. — NM
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