The Rise and Growth of the Berlei Lingerie’s Brand

February 17, 2014

Berlei leading name for comfort and fit in Lingerie Industry

Berlei is one of the fastest growing brands of underwear in the world with over sixty years of experience in the design and manufacture of exquisite women’s lingerie. Presently the brand is basically split across two hemispheres with two diverse and distinctive brand developments. The group owned and operated by Pacific Brands and the one owned and run by Sara Lee Courtalds. Both of them have upheld the original mission of the Group, producing solution led lingerie with stress on function and fit for all types of body shapes.

The company initiated with an affair between Mabel Mobberley, an owner of a small corsetry company called the Gover Company, and her accountant, Fred Burley. Their marriage later proved a channel to the base of the company when in 1912 Fred Burley took over the company, and re-named it “The Unique Corset Company”.

As business flourished Fred Burley continued to be loyal to the original mission of the company and in partnership with the University of Sydney in 1926, began an intensive tape-led survey of women’s true shapes. Twenty-three measurements were taken of about 6000 women, leading to the identification of five key figure types, which soon became known as the “Berlei Figure Types“. The company continued to specialize in select, fashionable designs with Wrap-Ons, Controlettes, Step-In Belts, Maternity Belts and “Berlettes” which came in net, lace, voile and linen.

The Berlei Group (Australia) soon became the leading supplier to the Australian market and was also one of the few Australian owned companies in the intimate apparel industry. The group financed specific research into the study of breast movement during exercise and its potential health impact by Australian Institute of Sport. This corresponded with the growth of the Ultra Sports Bra and they were official suppliers to the 2000 Australian Olympic Team.

Some of the major accomplishments of the brand include research and identification of five key figure types recognized as the Berlei Figure Types; design and production of the first Minimizer Bra; and development and design of the extremely successful Shock Absorber Impact System. The success and popularity of the brand is proof enough to display how much they have focused on consumer needs and lifestyles. Apart from this it’s recognition of the fact that women come in all shapes and sizes, has helped it to produce practical everyday underwear which are fit and comfortable.

The Essentials Collection of berlei underwear which is characteristically designed and offers an elegant appeal, includes three everyday styles; Cotton Essentials, Embroidered Essentials, and Smooth Essentials. Intended for larger busted woman, the essentials collections provides superb fit with excellent bust definition for larger cup sizes. With a wide back strap, the bras in this assortment give immense support and most significantly great comfort and fit. Embroidered Essentials and Cotton Essentials offer a choice of either soft cup or underwired bra along with a bikini styled short. The Embroidered Essentials range is available with sheer panels and embellished with fine leaf embroidery giving it a classic feminine look.

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