$56 million in operating losses later, Bendon Lingerie is given a lifeline By Imogen Bailey | 29 April 2021 Bendon Lingerie has been given a lifeline, after parent company Naked Brands Group divested from the brand. The New-Zealand born lingerie label has been sold to its current chairman Justin Davis-Rice and CEO Anna Johnson for $1 New Zealand dollar. The sale, which was approved by shareholders on 23 April, follows exhaustive efforts conducted in 2019 and 2020 to find an external buyer for both the Bendon business as a whole and its brands individually – both of which proved unsuccessful. Bendon’s brands include Fayreform, Me by Bendon, Pleasure State, Lovable, Bendon, Hickory and Davenport.