Elle Macpherson Intimates Shifts Focus On U.S. Market

"Elle Macpherson Intimates," the women's and men's intimates brand founded in 1990, moves operations to U.S. market and will end their relationship with New Zealand based Bendon on December 31, 2014. "Elle Macpherson Intimates" is additionally poised for growth and expansion into new categories including activewear and swimwear.

"I am very proud of the 'Elle Macpherson Intimates,' 'THE BODY' and 'Macpherson Men,' brands which I created and nurtured for the past 25 years and thank the Bendon Group, who has been supportive to the success of my brands. I am relocating to the U.S. with my family and I'm excited about energizing the further growth of the brands in the U.S. market," said Elle Macpherson, founder and creative director of Elle Macpherson Intimates.

Created in Australia, the brand is available in the U.S. at over 150 locations including JC Penney, Bloomingdales, Nordstrom, Shopbop, Journelle, Anthology and internationally in over 16 countries with distribution in Selfridges, Lane Crawford, Myer, David Jones and Galeries Lafayette. Most recently "THE BODY," an innovative collection of intimate apparel launched exclusively with JC Penney with record breaking sales, demonstrating Elle's unique understanding of her customers' needs and desires.

"In the next phase, 'Elle Macpherson Intimates' is looking forward to expanding into both activewear and swimwear and building out our global distribution with new partners to meet the wider needs of women and men of all ages and shapes," said Elle Macpherson.

Macpherson is a pioneer in the modeling industry as the first supermodel to create an eponymous line. Since beginning her business ventures 30 years ago, Macpherson has been involved in all aspects of her brand developments, from licensing and creating to designing and marketing. Recently, Macpherson has also successfully launched THE SUPER ELIXIR by WelleCo, a specialized alkalizing greens supplement. She created the online business for her 50th birthday in an effort to help other women live a healthier life. THE SUPER ELIXIR is set to debut in the US market in 2014 after selling out four times in the UK since being introduced in May 2014.

About Elle Macpherson
With a 30 year career in business, beauty and fashion, Elle Macpherson, one of the world's most iconic supermodels, is known for her record five cover appearances in the Sports Illustrated Swimsuit Issue beginning in the 1980s, leading to her nickname "The Body."She is also known for her business ventures including Elle Macpherson Intimates, and "The Body," a line of skin care products. Additionally in 2010, she became the host and executive producer of Britain & Ireland's Next Top Model for four years. She is also an executive producer of NBC's Fashion Star and was the host for the show's first season.