It is the first time that Kiwi-based Bendon has partnered with an Australian supermarket.
Consumers will be able to now purchase a range of goods including briefs from Davenport, Lovable and Heidi Klum produced exclusively for Woolworths and sold across more than 780 stores nationally.
“Underwear is fast becoming the new supermarket basket basic,” said Samantha Hewlett, Woolworths category manager, Underwear, Socks, Hosiery, Footwear, Apparel & Baby. “In the last 12 months Woolworths sold more than 1.5 million pairs of briefs and our partnership with Bendon will ensure our customers continue to get more out of their supermarket shop.”
Lucy Martyn, Bendon PR director said, “Our partnership with Woolworths represents a great opportunity for Bendon to expand our offering and further grow the popularity of iconic Australian brands including Lovable and Davenport.
“We’re absolutely delighted to be creating these exclusive ranges for Woolworths customers and to give Australian consumers access to high quality underwear at an affordable price.”