Wonderbra no longer on display | RetailDetail

Wonderbra no longer on display

Wonderbra no longer on display

The company behind brands such as DIM and Wonderbra, DB Apparel, is no longer for sale. Its owner Sun Capital was hoping to make 600 million euro from the sale, but it never found a buyer who put in a decent offer.

No good offers

Sun Capital took over DB Apparel in 2005 from Sara Lee. The new owner could increase profits by restructuring, by closing shops and by moving part of the production to low-wage countries, such as Romania.

 

In June of 2012 business bank Morgan Stanley got the mandate to search for a buyer of DB Apparel, but after nearly a year the search is over. According to Sun Capital there never was an offer that truly reflected the value of the lingerie and underwear producer.

 

DB Apparel is present in 20 countries and has 7,500 employees, mainly in Europe. Sales of the company are worth about 685 million euro. DB Apparel became famous because of the Wonderbra, which was advertised by a series of supermodels, such as Eva Herzigova and Adriana Karembeu, wife of former French footballer Christian Karembeu.

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