25 years of licensing collaboration are not something you can change in a snap. But it seems quite what actually happened among Elle Macpherson, Heidi Klum, and Bendon, the leading Australian underwear company manufacturing and selling Elle Mc Pherson signature collections.
As soon as Macpherson declared to the press she was to end her 25-year license with Bendon, the licensee revealed that Heidi Klum Intimates is in the pipeline and will be launched soon. Business is business, and Macpherson will probably be the one who gets the richest part: she will keep the brand names of her three lines, Elle Macpherson Intimates, Macpherson Men and The Body; thanks to their solid background she will sign deals with other companies, with a declared focus on expanding to America. Then, as Macpherson herself has confirmed, she will enter in negotiations for activewear, swimwear and plus and petite sizes categories. Bendon on its side can keep the designs and models, as own property, and Heidi Klum will revitalize Bendon’s business with fresh collections, earning royalties money. At the end of the day, nobody will get hurt.