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Maidenform Brands Incorporated

Underwear company HanesBrands buys bra firm Maidenform

Underwear company HanesBrands buys bra firm Maidenform

HanesBrands Inc.'s cups runneth over with its purchase Wednesday of bra company Maidenform Brands Inc.

The deal, which the companies valued at $575 million, unites two major forces in the delicates industry.

HanesBrands, based in Winston-Salem, N.C., is known for its namesake label Hanes as well as names such as Playtex, Wonderbra and Champion.

Maidenform, of Iselin, N.J., owns brands such as Self Expressions and Sweet Nothings and does 90% of its business in the U.S.

HanesBrands said it hopes to unite its panty and full-figure bra segments with Maidenform’s own bra lines, which generated 57% of the company’s revenue last year.

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