Wonderbra Women's Fashion Brand

The Wonderbra is a type of push-up underwire brassiere that gained worldwide prominence in the 1990s - a product definition first, because this label is one famous garment design before it is anything else. This page profiles it strictly as a product guide - bra types, shapes and construction - in line with this directory's sensitive-category rule. Bras, underwear, bridal lingerie, and more is the short statement of the present-day range, which since 1994 has expanded from the single push-up design into a full-range lingerie fashion label in most of the world.

The name's early record is a trademark record, and its dates are worth keeping separate. Wonderbra, the most glamorous brand's adventure began on the other side of the world. In 1935 it was launched in the United States to live the American dream. Although the Wonderbra name was first trademarked in the U.S. in 1955, the brand was developed in Canada. Moses (Moe) Nadler, founder and majority owner of the Canadian Lady Corset Company, licensed the trademark for the Canadian market in 1939. By the 1960s the Canadian Lady brand had become known in Canada as 'Wonderbra, the company.' A 1935 launch, a 1939 Canadian licence, a 1955 U.S. trademark and a Canadian development - four facts a researcher should not merge into one founding date.

The Model 1300, and the Ownership Chain

In 1961 the company introduced the Model 1300 plunge push-up bra. This bra became one of the best-selling Canadian styles and is virtually identical to today's Wonderbra - the design ancestor of the modern product, dated and numbered. Since the 1990s, it has been catapulted into the European spotlight, and the brand today offers not just a simple push-up bra but a range of varied shapes and cleavage effects, in the latest styles, which adapt to your lifestyle. An innovation leader, Wonderbra continues to develop solutions for a ravishing cleavage whatever the event, the brand adds - its stated product aim, in a guide that otherwise stays with types and construction.

The corporate history of the brand ownership: In 1968, Canadian Lady changed its name to Canadian Lady-Canadelle Inc., was sold to Consolidated Foods which later became Sara Lee Corporation. In 2006, Sara Lee sold its intimate apparel brands. The Wonderbra trademark is the property of Canadelle Limited Partnership of Canada, which is a wholly owned subsidiary of HanesBrands Inc. HanesBrands Inc. owns the license to sell and distribute apparel products under the Wonderbra trademark in all countries except the member states of the European Union, several other European nations and South Africa; in these other markets, an affiliate of Sun Capital Partners owns the license under the Dim Branded Apparel group which is headquartered in Paris. That split-licence structure is the record's most useful fact: the same trademark is sold by different owners in different markets, and the Sara Lee Corporation and HanesBrands Inc. profiles on Apparel Search are both linked on this page.

The Product Range, as a Buying Guide

The range, stated as product types: bustier bras, push-up strapless bras, or cleavage enhancing bras, briefs, thongs or high waist briefs - with collections described as for any woman's needs, shape and size, and support offered from morning to night. Read as a buying guide, that is a shape menu: the bustier, the strapless push-up and the cleavage-enhancing bra are three different constructions for three different necklines and occasions, and the brief styles run from thongs to high waist briefs. A shopper researching the label should start from the garment type she needs and its construction - underwire, plunge cut, padding and strap arrangement - which is the level at which this guide, like the Model 1300's own record, treats the brand.

Apparel Search's bra glossary covers the terminology. Among this letter's two intimates profiles, Wonderbra is the single-design story set against Wacoal's manufacturer story: Wacoal, founded in Japan in 1949, is a maker of many brands built on fit and service, while Wonderbra is one Canadian-developed push-up design - trademarked, licensed, sold between corporations and finally split between two licence holders - that grew, from 1994, into a full-range label. No official brand-site link is listed for Wonderbra; its record stands on the trademark and ownership history above.

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