Wonderbra and Playtex brands change hands in £320m deal

Underwear and lingerie brands Wonderbra and Playtex have changed hands after their owner, DBApparel, was bought out for £320m by US T-shirt company Hanes.

DBA has been owned by private equity group Sun European Partners since 2006 during which time it has expanded its lingerie operations in the UK, Europe and emerging markets.

The group is most famous for its Hello Boys Wonderbra advert starring Eva Herzigova’s cleavage which was blamed for numerous traffic accidents caused by Herzigova’s distracting assets proudly displayed on giant roadside billboards.

For its part Hanes views the purchase as a means of giving it an instant toehold in the European market for its range of classic T-shirts.