Australian lingerie company DCI Corporation is launching two new provocative lingerie lines, Fifty Shades of Grey and Dita Von Teese lingerie, topping off a stellar year for the company which has seen them defy current gloomy retail conditions.
Based on the fastest selling paperback of all time, the Fifty Shades of Grey lingerie collection will launch in Target on 26 September, lifting the popular story off the pages and into the wardrobes of Australian women. The recently announced collection is expected to be one of the bigger hits this year at Target.
The Dita Von Teese lingerie collection, designed by the international style icon, will be available late October in Myer and is based on the burlesque star’s love of old Hollywood glamour. The range will be a key focus for Myer and set to star in their lingerie department.
“We are looking forward to the launch of these two exciting new brands,” says DCI General Manager, Helen Anderson.
“We are always looking to push the boundaries and think creatively to thrive in these current retail conditions. We aim to work with the very best brands and personalities and to ensure our styles are right on trend with what is happening internationally. Currently the global trend in lingerie is quite provocative in the Fifty Shades of Grey and burlesque style. Of course we have adapted the collections to appeal to every Australian woman and we believe they will do very well,” says Ms Anderson.
Spearheaded by Ms Anderson, DCI has gone from strength to strength with the impending launch of these two new brands and an international rollout earlier this year of the Dita Von Teese range into top UK department store Debenhams and leading online fashion retailers ASOS, Glamuse and STYLEBOP.com.
Based on the success of their brands in Europe, DCI is now forging ahead in the US and is in discussion with major retailers Bloomingdales, Saxs, Macys and Nordstroms.
With lingerie sewn into her family name, Helen Anderson is indisputably Australia’s queen of lingerie.
Having forged a career in the industry from a very young age when she started working in the family business, Anderson Hosiery Pty Ltd, Helen went on to work for another major lingerie brand before joining DCI. She established the bra division from scratch and has since built the business to become one of Australia’s leading lingerie companies.
Ms Anderson believes the company’s success is based on its ability to constantly innovate, think outside the square and work with the best in the business.
“We work successfully with some of the world’s leading designers and celebrities,” says Ms Anderson. “We know how to bring together their vision with our expertise and understanding of the market to create very successful lingerie lines.”
Established in 1973 DCI is a major underwear and lingerie supplier for the best private label retailers both in Australia and internationally.
DCI provides own label and branded product to some of the best retailers across the globe, and has created designer and celebrity collections including Collette Dinnigan, Dita Von Teese and Shane Warne’s Spinners label for major Australian retailers.