SME

By FedEx | January 18, 2025

Bendon is a New Zealand-based lingerie brand with over 60 retail and outlet stores. Discover how their business model is taking advantage of the Trans-Tasman trade lane to explore expanding to global markets.

• Lingerie brand Bendon's successful collaboration with FedEx highlights the importance of forming strategic alliances to address complex supply chain issues. 
• By streamlining logistics and reducing delivery times, Bendon significantly improved customer satisfaction and loyalty.
• The integration of FedEx's API with Bendon's shipping system leverages the latest tech to make deliveries smoother.

Founded in 1947 by the Hurley Brothers, Bendon is a leading brand in intimate apparel. The brand aimed to liberate women from the constraints of rigid corsets, offering lingerie that would 'bend on' to the body. With a unique approach to fit and design, Bendon has remained at the forefront of the lingerie industry for more than 77 years. 

At the heart of Bendon's philosophy is a commitment to providing women with comfortable and stylish lingerie that delivers body confidence. Their commitment to inclusive, female-first designs has led them to develop all kinds of supportive underwear, from post-surgery and mastectomy to breastfeeding.

Bendon: A legacy of innovation and comfort

Over the decades, Bendon has dedicated itself to innovation, introducing cutting-edge designs and materials that cater to evolving consumer preferences. The brand takes pride in its legacy and prioritizes connecting with customers to find out their needs around the globe.

By understanding local market trends and adapting its offerings, Bendon has been able to cultivate a loyal customer base in various regions.

Overcoming Trans-Tasman logistics challenges

As Bendon expanded its operations, Trans-Tasman (Australia and New Zealand) continued to represent a significant portion of its customer base. However, the company faced significant logistical and shipping challenges between the two markets.

These challenges included substantial product loss during transit due to packaging issues and mishandling. Deliveries were often delayed, and failed deliveries led to order cancellations. Long lead times from distribution centers to customers also impacted both direct-to-customer and door-to-door shipments. 

Bendon also struggled with inefficient processes such as infrequent freight collections. A lack of transparency in delivery tracking made it difficult to address customer concerns and resolve delivery-related problems. All these challenges contributed to a frustrating inability to provide a satisfactory customer experience within the Trans-Tasman region.

To overcome these challenges, Bendon needed a reliable logistics provider with a deep understanding of the Trans-Tasman market.  

A strategic collaboration with FedEx

Bendon's decision to work with us was driven by several compelling factors. Firstly, our status as the operator of Australia's largest domestic transportation network, coupled with our direct freighter flights to major cities within the Trans-Tasman region, significantly influenced this choice.

Beyond the 10 weekly services, we proposed a fully consolidated solution called FedEx International Priority DirectDistribution (IPD), which offered streamlined customs clearance and multiple deliveries across Australia. 

Our extensive delivery network in Australia offered reduced transit times. Additionally, the integration of Bendon's shipping system with our FedEx API increased visibility of shipments, resulting in tangible operational improvements.

Our enhanced Trans-Tasman service network has streamlined logistics for companies like Bendon, smoothing out their supply chain. This service includes routes between Christchurch, Auckland, and Melbourne-Auckland-Christchurch, operating five times a week. Additionally, five flights per week run on the Auckland-Sydney-Auckland route. 

This has enabled Bendon to expand its presence across Australia and New Zealand, penetrating multiple cities with increased capacity, improved cut-off times, and faster transit times.

Significant turnaround for Bendon in the Trans-Tasman lane

Since Bendon started shipping with us, the brand has witnessed significant improvements across its operations. 

Lead times for delivery have been reduced by five to nine days, achieving a high delivery performance rate exceeding 99%. Tracking capabilities have been dramatically enhanced, providing improved comprehensive transparency throughout the shipping journey.

With daily collections from Bendon’s distribution center and overnight deliveries from New Zealand to Australia, Bendon can now offer next-day deliveries to major Australian cities.

Bendon's collaboration with us has not only transformed its logistics but also positively influenced its overall customer experience. It exemplifies how strategic partnerships can drive innovation and excellence in the fashion industry. 

By prioritizing the customer experience, enhancing operational efficiency, and embracing its history, Bendon continues to be a force for good, offering more than just products but a supportive presence in its customers' lives.

A bright future powered by innovation and commitment

Bendon is committed to enhancing the shopping experience, rewarding customer loyalty, and expanding into new markets. One of its key missions is to address the common challenge of women wearing the wrong bra size. By ensuring the perfect fit, Bendon aims to provide an exceptional customer experience.

Bendon's legacy of quality, innovation, and customer satisfaction has solidified its position as a global leader. With its focus on sustainability and empowering women, Bendon continues to inspire and delight customers worldwide. As the brand adapts to changing market trends and expands its global footprint, it remains well-positioned for future success.

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