70 years of wonder - WonderBra Celebrates 70 Years of Innovative Designs

In 1939 Batman made his first appearance in a comic book, John Steinbeck's classic the Grapes of Wrath was published, the Wizard of Oz premiered, and the iconic WonderBra was born. Created, designed, manufactured and distributed in Montreal by the late Moses Nadler, WonderBra grew to become an internationally renowned brand propelled by technology, built on modern marketing strategies and, most importantly, developed using women's insights and their interaction with the product.

With the introduction of Dream Lift, the first push-up bra in Canada, in 1963, WonderBra revolutionized the industry and earned a place in the Guinness Book of World Records having sold over 1.6 million units worldwide. During a revolution where women were burning their bras, 1974 brought Dici or Nothing, the first seam-free, molded bra featuring technology that paved the way for the molded bras of today. WonderBra has since continued to exceed as an international market leader in women's undergarments. Along with this innovative technology, WonderBra proved to be a leader by being the first company to use live models in their commercials. WonderBra has stood the test of time, consistently offering bras to meet the needs of each woman. Some moments of WonderBra history worth highlighting include:

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    -   1939 WonderBra was born

    -   1963 WonderBra launches Dream Lift (style No. 1300), the first
        push up bra in Canada. This beautiful bra with its high femininity
        and provocative plunging décolleté sold over a million garments
        around the world and holds a world record

    -   1972 Wonderful, Wonderful WonderBra first commercial airs

    -   1973 WonderBra introduces a front hook bra version of the famous 1300

    -   1974 Dici or Nothing commercial airs featuring the first seam-free
        moulded garments

    -   1982 still one of today's best sellers, Such Comfort launches 3
        garments with unique circle of comfort two-way stretch fabric that
        surrounds the cup

    -   1991 Floral Romance, all rigid lace bra with scalloped lace neckline
        launches, and is still one of today's best sellers

    -   1993 WonderBra comes out with the Satin Caress Collection with floral
        patterned deluster fabric and satin folding edge

    -   1996 Premiere, WonderBra's first hanging garment collection is
        introduced

    -   1996 WonderBra's Dream Lift 1300 makes it into the Guinness Book of
        World Records having sold over 1.6 million units worldwide

    -   1997 Naturelle Collection of So Soft, So Smooth and So Comfortable
        bras is launched

    -   2005 WonderBra offers for the first time a mastectomy garment

    -   2007 WonderBra me launches its successful Lace Caress Collection

    -   2008 WonderBra integrates Comfort Lace new selvage-free lace
        technology which optimizes comfort and support
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In celebration of 70 years of providing comfort, lift and style to self-confident women, WonderBra combines its expertise to create, design and fit two garments that encompass the best of WonderBra's past and present; styles reminiscent of the late thirties partnered with today's technology.

The Special Anniversary Style bras commemorate the year WonderBra launched with WonderBra style W1939 and WonderBra me style E1939 for a suggested retail price of $19.39 and are available in all major retail stores across Canada.

Confidence, 70 Years in the Making

For WonderBra's new Full Support Underwire (W1939) the pretty jacquard lace appeal is just the icing on the cake. With over 40 years of molding expertise, this extensible seamless garment supports and comforts, providing perfect shape and fit. The cups and back wings are lined and the shoulder straps are cushioned for added comfort.

Attraction, 70 Years in the Making

Worn everyday or for a special occasion, the new WonderBra me Balconnet Push-Up Bra (E1939) is tagless and follows today's fashion trends without compromising the technology that makes a good push-up. The seamless garment thin foam allows this bra to be worn invisibly under any type of clothing while the décolleté neckline creates added attraction and a flattering bust line under more revealing tops.

WonderBra continues to be the number one national brand for bras in Canada - owning over 14% of a $694 million dollar market. The ladies apparel and basics market has grown 1-2% annually since 2005; bras in particular have consistently outpaced the market by 2-10% percent each year. Women ages 35+ compose over 64% of the dollars of the total bra market and full cups bras represent over 60% of the total dollars spent on bras in Canada - a segment that WonderBra pioneered.

About WonderBra

Founded in Montreal in 1939, Canadelle is the largest manufacturer of women's undergarments in Canada. In the 1960s, its WonderBra division revolutionized the women's lingerie industry with the introduction of Canada's first push-up bra, strapless bra, diagonal-strap bra and seamless bra. Based in Montreal, Canadelle has a sales office in Toronto and supplies a network of some 1,000 stores across the country.

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    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/
    >>

SOURCE: WonderBra

OverCat Communications, (416) 966-9970, Audrey Hyams Romoff ext. 222, Caleigh Randev
ext. 224, ahromoff@overcatcommunications.com

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