Bendon looks for touch of Watson magic

By Phil Boeyen, ShareChat Business News Editor

Monday 28th May 2001

Lingerie company Bendon (NZSE: BEN) is hoping for more model success after signing top kiwi model Nicky Watson to promote a recently acquired brand.

Bendon says Nicky Watson - wife of Auckland businessman Eric Watson - will promote the company's Fayreform products in both advertising campaigns and personal appearances.

Bendon is already associated with Australian mega-model Elle McPherson, who promotes a line of men's and women's apparel that bears her name.

MD, Hugo Venter, says Nicky Watson is ideal for the revamped Fayreform brand, which the company acquired last year.

"She is a gorgeous, fresh-faced young woman with a delightfully down-to-earth attitude.

"We believe she has all the right attributes for Fayreform. In fact, she epitomises the brand for us."

While the brand has previously had a relatively staid image and historically been associated with a more mature, fuller figure, Bendon says research shows younger women are increasingly becoming bigger busted, often without a corresponding increase in body size.

"Nicky will allow us to introduce our innovative styles to new groups of people in both New Zealand and Australia. She will also support the brand with exciting new advertising images," says Mr Venter.

Bendon says the company is planning to introduce the Fayreform products in a number of new designs and colours for summer 2001.

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