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Bendon has unveiled its new brand ethos, “Bra Better,” across both Australian and New Zealand markets, marking a bold step forward in aligning with the evolving needs of women today. It is a celebration of Bendon’s legacy and its commitment to crafting bras that meet the diverse needs of every woman.
For the last 77 years, we’ve been supporting women and their breasts through every stage of life. But as the world and the lives of women have evolved, so too has Bendon. It’s time to reintroduce ourselves—not just as a brand with decades of expertise but as one that truly gets the modern woman. From life’s big milestones to its everyday moments, Bendon offers bras that fit, flatter, and empower.
“We’re not just about beautiful, expertly designed bras—we’re about being relevant to how women live today,” says Anna Johnson, CEO of Bendon. “Whether it’s pregnancy, recovery, a fresh start, or simply a lazy Sunday at home, we believe every life moment deserves a better bra.”
Unlike other campaigns, “Bra Better” isn’t a fleeting initiative; it’s an ethos that runs through every part of tbusiness. Bendon is passionate about breaking down barriers and ensuring all women feel confident, comfortable, and seen.
