Expect the Best from Bendon’s New Delivery

Media Information
5 September 2007

Expect the Best from Bendon’s New Delivery

Leading lingerie brand, Bendon, is using its expertise to redefine pregnancy and nursing lingerie for Kiwi mums, with an innovative new collection, Bendon Motherlove.

The Bendon Motherlove collection caters to women’s needs from the first signs of change through to motherhood providing ultimate support and added confidence.

“We are really proud of the new Bendon Motherlove collection which is a great combination of technology, comfort and fashion. Our designers have revolutionised the category and throughout the process we’ve listened to experienced mums to ensure it will be a hit,” says Evangelia Henderson, General Manager Marketing at Bendon.

The Bendon Motherlove collection has six fabulous styles in a choice of gorgeous colours and includes pregnancy and nursing versions of favourite Bendon fashion styles.

One of the most exciting new developments is the introduction of a new flexiwire technology. Flexiwire is a flexible underwire that provides fantastic support and shape during pregnancy without restricting growth.

“Traditionally women haven’t been able to wear underwire bras during pregnancy. For the first time ever Bendon Motherlove gives them the confidence of a great fitting, supportive bra thanks to the Flexiwire innovation,” says Evangelia Henderson.

Another welcome development is the introduction of a new night nursing crop top. La Belle Femme, provides support for a good night’s sleep with the added bonus of easy access front domes for feeding and handy inserts to hold breast pads in place.

Bendon is using the launch of the new collection to remind women of the importance of having bra fittings during pregnancy and nursing. Many women make the mistake of buying a bra in the next size up in the hope they will grow into it, however a larger size may not provide the necessary support. Expert advice can help women to avoid breast sag by ensuring they are wearing the best bra for them.

Bendon Motherlove has been wear tested by Kiwi mums throughout the design process to ensure the collection caters to the special requirements during pregnancy and nursing.

Dr Alison James is a GP in Tauranga and mother to 2 week old Indigo Hope. She wear tested Bendon Motherlove during her pregnancy.

“I definitely recommend the Bendon Motherlove collection to any expectant or nursing woman,” says Dr James.

“It’s wonderful to wear a maternity bra that instantly feels supportive. The flexi-wire is comfortable, it looks great and it’s easy to wear all day.”

The Bendon Motherlove collection is available in B – F cups at all Bendon Lingerie stores and all leading lingerie and department stores. Free-call 0800 Bendon
(0800 236 366) for your nearest retailer. Visit www.bendonmotherlove.com for more information.

ENDS

Recommended Retail Prices

Bendon Maternity nursing bra $44.95
Devote Flexiwire bra $39.95, Soft cup nursing bra $39.95
La Belle Femme Soft cup nursing bra $54.95, night nursing crop top $54.95
Body Lace Flexiwire bra $39.95, Soft cup nursing bra $39.95
Yvette Flexiwire bra $44.95, soft cup nursing bra $44.95
Body Lavish soft cup bra $5495, soft cup nursing bra $54.95

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BENDON MOTHERLOVE MATERNITY TIPS

1. Why can’t I just wear a bigger fashion bra?
Fashion bras can’t give your breasts the support they need. During pregnancy your breasts will expand from their base, which is the area around your armpit. Only pregnancy bras can give your breasts the extra support and comfort they need, ultimately helping to prevent breast sag. The fasteners at the back of the pregnancy bra have additional hooks to allow for expansion
and comfort.

2. What size should I buy?
It’s important that you are correctly fitted for a bra during pregnancy. Many women think they should buy a size up, and hope they’ll grow into it. This is a mistake, as larger sizes won’t provide the support you need. Quite simply, whatever size you are is the size you should be wearing.

Even if you’ve been pregnant before, it pays to have a fitting
with each pregnancy. After all,
your size could be different.

3. When should I buy a pregnancy bra?
You should be fitted for a pregnancy bra as soon as your
breasts change. In some expectant mothers tender and enlarged breasts may be the
first sign of pregnancy as early
as 4 - 6 weeks. In others this may not occur until the final stages of pregnancy. If you are in any doubt have a fitting to check whether you need a pregnancy bra.

4. Why should I not wear a regular under-wire or an undersized bra during pregnancy and nursing?
During Pregnancy:
An underwire bra restricts the breast as it grows which can cause discomfort or pain as the breast is generally very sensitive during pregnancy. The flexiwire bra is designed to give shape with support that moves with the body as it changes during pregnancy. As the flexiwire is completely flexible it is not restrictive in any way meaning there is no chance for it to dig into any part of the breast.

During Nursing:
It’s important not to wear these kinds of bras
as they can cause blockages during breast-feeding, which may lead to a painful condition called mastitis. The Bendon Maternity bra range has easy drop down soft cotton lined cups for nursing.

5.How many maternity bras do I need?
At least three. One in the wash, one to wear now and one, or preferably two, ready to wear.
You’ll also need nursing bras.
The same rules apply, except
that you’ll probably be wearing one to bed during the early stages of feeding. All women are different but you may experience leakage during and between feeds. The Bendon Motherlove La Belle Femme range is perfect for nursing pads as it incorporates
a unique inside shelf.

6.Why should I wear a maternity/ nursing bra to bed?
You’ll probably find sleeping without a bra quite uncomfortable, as your breasts can be very sensitive and need support. The Bendon Motherlove La Belle Femme range is specifically designed to provide both support and a good night’s sleep with
easy access for night nursing.

7.How should I care for my bra?
Your bras may need to be changed frequently, as your breasts may leak milk. It’s a good idea to place your bras in a lingerie bag on gentle cycle. Don’t soak or bleach them in nappy treatment solutions as these will weaken the fabric and may cause skin irritation.
Visit www.bendonmotherlove.com for more information.

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THE BENDON MOTHERLOVE COLLECTION

Bendon Fashion Favourites Now In Pregnancy & Nursing
Profiles …

Body Lace offers shape and style in modern stretch lace. A comfortable, easy fit ensures a perfect profile under t-shirts. Body Lace is available in both a flexiwire pregnancy bra and soft cup nursing bra.
Available in Black & Crystal Blue in September and Buttermilk in January.

Yvette is graceful in beautiful Italian style scalloped lace. Luxuriously soft cotton lined cups with flat seams diminish nipple irritation. Yvette comes in an innovative flexiwire pregnancy bra and a soft cup nursing bra in fashion colours including Black, Natural & Skylight in September and Light Pink in November.

Enjoy fabulous freedom and comfort in Body Lavish, a stunning black collection with exquisite plunging necklines and sexy, soft stretch lace. Body Lavish is available in a soft cup pregnancy bra and a soft cup nursing bra which features drop down nursing with easy to use plastic clips. Soft lace sides allow gentle support and comfortable cotton lined cups eliminate irritation. Available in Black in November.

Introducing Two Brand New Styles …

Offering support and style up to a size 16 F cup, Devote is an elegant addition to the range. Made from delicate lace in Ivory and Red Grape colourways this new range is a must-have with both flexiwire pregnancy bra and soft cup nursing options. Available in Ivory in September and Red Grape in January.

La Belle Femme is the ultimate in fashion and function with the introduction of a new night nursing style. This range features luxuriously soft fabric with a stylish ladder stitch detail. The soft cup nursing bra and night nursing crop top have a unique inside cup shelf for nursing pad placement. The night nursing top fastens at the front to ensure a comfortable night’s sleep and allows easy access for nursing. Available in Charcoal/Ivory in September and Mocha/Ivory in January.

A Kiwi Classic …

Bendon Maternity is already a favourite with Kiwi
women offering a classically styled and
comfortable nursing bra at a great price.
Detachable cups allow for easy, discreet nursing up
to an 18 F. Available in Black and Natural.

Recommended Retail Prices

Bendon Maternity nursing bra $44.95
Devote Flexiwire bra $39.95, Soft cup nursing bra $39.95
La Belle Femme Soft cup nursing bra $54.95, night nursing crop top $54.95
Body Lace Flexiwire bra $39.95, Soft cup nursing bra $39.95
Yvette Flexiwire bra $44.95, soft cup nursing bra $44.95
Body Lavish soft cup bra $54.95, soft cup nursing bra $54.95

Stockists: The Bendon Motherlove collection is available in B – F cups at all Bendon Lingerie stores and all leading lingerie and department stores. Free-call 0800 Bendon (0800 236 366) for your nearest retailer.

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