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Wonderbra owner up for sale

DB Apparel, the lingerie company behind brands Wonderbra, Playtex and Shock Absorber, has been put up for sale by its owners.  

US private equity firm Sun Capital has reportedly appointed Morgan Stanley to sell the lingerie brand house, in a deal which could top €600m (£485m), according to French newspaper Les Echos.

Sun Capital acquired DB Apparel six years ago from Sara Lee.

Last year DB Apparel told Drapers it had frozen prices on all product lines until autumn 2012.

The company said that, despite rising costs due to higher fuel, cotton and production prices, it has made the decision not to pass price increases on to its retail customers.

Paul Devin general manager at DB Apparel, said at the time: “Coming from a sales background myself, I know how important it is to support the trade.

“As well as the two-season price freeze, we are committing to a significant media spend for a second year running, with the aim of encouraging more consumer footfall into store to find great product at affordable prices.”


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