Berlei launches in the US

SerenaWilliamsAussie undergarment retailer, Berlei, has launched in the US with a sport-themed launch event at Macy’s New York flagship store last week.

The underwear brand is set for its hundredth year anniversary and said the timing was right to venture into the US.

“We see huge potential in this market to offer our unique sports bras that truly support women while they work out, rather than just compressing the ‘girls’ into a mono-boob,” said Holli Michelle, divisional manager of Berlei. “We know American women will love Berlei as much as Australian women do.”

Berlei Sport ambassador Serena Williams headlined the launch by recounting her discovery of the brand while in Melbourne for the Australian Open in 2000.

“My mum introduced me to the Berlei bras about 10 years ago and I haven’t taken them off since,” said Williams. “Their sports bras are the best for support, comfort and fashion. I also love that the brand truly supports and celebrates real women of all shapes and sizes.”

The tennis champ now works with Berlei, who custom colour her bras to match her skintone.

The Macy’s launch event was used to showcase the female underwear brand’s ‘Support Factor System rating’, developed in conjunction with the Australian Institute of Sport.

Berlei started with two aunts making corsets at home in Melbourne in 1881. In 1926 Berlei partnered with the University of Sydney to conduct an anthropometric survey of 6000 women to better understand women’s bodies, the results of which changed the nature of corset making around the world.

Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week. 


Comment Manually


When Crumpler CEO Adam Wilkinson stepped up to lead the Tigerlily brand earlier this year, he asked customers for f…

21 hours ago

The supermarket giant has received the highest ever fine issued by the Australian Communications and Media Authorit…

2 days ago

Kathmandu's sales have risen sharply over the past six weeks, but CEO Xavier Simonet remains cautious about the ret…

2 days ago