Bali(R) Turns Its 'Back' to the Beauty of the Bra

WINSTON-SALEM, N.C., March 17 /PRNewswire/ -- Bali®, the No. 1 national intimate apparel brand in department and mid-tier stores, has introduced new products featuring its signature Comfort-U Back design.  The feature ensures the straps and back stay in place, delivering the ultimate fit and comfort in a place most women don't think to look – the back.

(Photo:  http://www.newscom.com/cgi-bin/prnh/20100317/CG71923)

"The signature Comfort-U design from the Bali brand gives women a bra that is comfortable and elegant.  With straps and a back that stay in place, she is going to feel sophisticated, pulled together and beautiful – delivering on the Bali brand's belief that when you feel beautiful, you are," said Jennifer Stell, Bali senior marketing manager. "We are excited to let women in on the secret to a great bra – it's in the back."

Available at retailers nationwide, the U Back design feature can be found in many of the best-selling Bali bras including Double Support® and the new Back to Beautiful™ styles.  Comfort-U Back bras blend fantastic full coverage and support with luxurious, soft fabrics to achieve a smooth look and comfortable fit.   Comfort-U bras have suggested retail prices of $29 to $36.

The Back to Beautiful collection launched with a national advertising campaign featuring supermodel Helena Christensen.  The multifaceted advertising campaign, created by Kraft Works NYC, includes television, print and online advertising, as well as internet-based social networking to leverage Christensen's beauty, style and self-confidence.

About Bali

Bali is the No. 1 national intimate apparel brand in department and mid-tier stores(i).  Bali bras, shapewear and daywear are sold at department stores nationwide. The Bali brand is part of Hanesbrands Inc. (NYSE: HBI). For additional information about Bali bras, panties and shapewear, visit the Bali Web site at www.balicompany.com

(i) Source:  The NPD Group/Retailer Tracking Service, Dept/MT Dollars, R12 Dec 09.

SOURCE Bali

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