Around the Net

Sara Lee Reveals Plans for New Apparel Unit

Sara Lee is making progress in its previously announced plans to spin off its apparel unit. In a statement filed this week with the Securities and Exchange Commission in Washington, the company revealed it plans to call the company Hanesbrands and develop it as a separate, independent and publicly traded global apparel company. Brands in the company's portfolio will include Hanes, Champion, Playtex, Bali, Just My Size, and Wonderbra. The statement also said the company plans to support the new initiative with targeted advertising and marketing campaigns. The filing cited Hanes' "Look Who We've Got Our Hanes on Now" campaign, which launched in 2005 and increased positive consumer attitudes about the brand in areas of stylishness, distinctiveness and up-to-date products. Hanesbrands also will focus on new products such as Hanes' tagless garments, "Comfort Soft" underwear and Double Dry athletic products for Champion.

advertisement

advertisement

Read the whole story at Brandweek »

Next story loading loading..