Berlei Australia has been endorsed by Serena Williams for the past 2 years and the new agreement will see the star represent the brand worldwide.
Berlei Europe and Berlei Australia have announced a new joint venture that will see the two businesses merge to form a truly global sportswear and lingerie brand. Berlei (part of Pacific Brands in Australia) and Berlei Europe (part of Courtaulds) both trace their roots back to the original Berlei brand, formed almost 100 years ago by brothers Fred and Arthur Burley in Australia.
Berlei entered the UK market in the 1930s as part of its growing international plans, but both companies have operated independently since the 1980s. Currently ranked the number 1 female tennis player, Serena Williams has endorsed Berlei Australia for the past two years as well as wearing the brand’s sports bras for 10 years. In addition to acknowledging both businesses’ shared heritage and individual strengths, this joint venture will make it possible for the partnership to be extended to a global agreement.
Elise Recour, General Manager of Berlei Europe, said: “This announcement signifies a landmark moment in our collective brands’ history and the start of an exciting new chapter which will see our resources combined and market reach increase dramatically.”
