Berlei

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Berlei is a brand of women's lingerie and in particular bras and girdles.[1]

History[edit]

The brand originated in Australia in 1917.[2][3] Berlei undergarments are now sold in Australia by Pacific Brands and in the United Kingdom by Courtaulds Textiles.

Berlei conducted a research project to quantify Australian 'figure types'.

Berlei Figure Type Indicator 1950s a735001.jpg

The name came from that of the firm's founder, Frederick Richard Burley, who felt that his name as normally spelt was not contextually appropriate to his products.

Berlei Limited was one of the first Australian companies to expand outside Australia.[2] Berlei (New Zealand) Limited was incorporated in 1923 and Berlei (U.K.) Limited was organised in 1930.

Founder[edit]

Frederick R. Burley (29 May 1885, Hamilton, Victoria - 26 May 1954, Wahroonga, New South Wales) was the founder of Berlei.

Burley was a pioneer in employee relations and an accomplished public citizen, holding office in the Rotary Club and contributing to other worthy organizations. In the custom of Rotary he would introduce himself to other clubs with his name, his club, and his occupation as a "maker of jewel caskets".[4]

In 1923 he founded the Australia Made Preference League and served as the first president of the League. The League created the Great White Train as a promotional tool for early Australian industries.[5]

He travelled widely to learn business and trade information, to make business partnerships, and to get materials for his factories.[6]

The movie Undercover was made about the early years of the Berlei company and the life of Frederick R Burley. [7]

History of Berlei Limited and associated companies[edit]

Berlei Limited was started (in 1910) as a company called Unique Corsets in Sydney, Australia after Fred Burley discovered that the corset business was profitable and that the wholesale segment of the business could be prosecuted on an import replacement basis. Burley made his first overseas business trip to the US in 1913 to research methods and investigate the use of machinery of the time. The 'frenchified' brand name of Berlei was conceptualized soon after and was registered in Australia in 1917. United Corsets became Berlei Limited in 1920.

Berlei House in Regent Street, Sydney

The original factory was in Wilmot Street, Sydney with additional space being used in Liverpool Street.

In January 1922, the factory was moved to Berlei House in Regent Street.[2]

Fred Burley's vision for the company was "To Design and Manufacture Corsets and Brassieres of such perfect Fit, Quality, and Workmanship, as will bring pleasure and profit to all concerned, while at the same time rendering such excellent service to our Clients and Consumers as will merit their permanent patronage".

Berlei's approach to marketing was professional. [8]

Berlei (NZ) Limited[edit]

Berlei (New Zealand) Limited was started in 1923 with a staff of fifty growing to 665 employees in 1961.[2]

Bendon Berlei Limited merged with Ceramco Apparel Group Limited on 8 April 1981.

Berlei (UK) Limited[edit]

Berlei UK factory at Slough

A branch of the Australian company was opened in the United Kingdom in 1930 with staff of forty. The company grew to a staff of 702 in 1961.[2]

A 'modern' factory was built in Slough in 1937, it was demolished in 1984.[9]

Berlei (UK) was purchased from Berlei Hestia of Australia in 1982 [10]

Berlei (UK) called in a receiver in November 1985,[10] subsequently it was purchased by Courtaulds Textiles.

In March 2000, Courtaulds Textiles was sold to Sara Lee.[11] Sara Lee sold Courtaulds Textiles to Hong Kong based PD Enterprise Limited in May 2006.[12]

Footnotes[edit]

  1. ^ "Superbrands". Superbrands Pty Ltd. Archived from the original on 2008-04-18. 
  2. ^ a b c d e Clune, Frank (1961). Saga of Sydney. Sydney, Australia. pp. 437–440. 
  3. ^ Australian trademark #21931
  4. ^ Patterson, Hamilton Stuart (1990). The Ordinary Doctor. Brisbane, Australia: Amphion Press. p. 55. ISBN 0-86776-372-8. 
  5. ^ "The Great White Touring Train visit to Wagga". Wagga Wagga City Council. Archived from the original on 2008-03-19. 
  6. ^ "Wants Girdles Stretched". The Pittsburg Press. 143-11-29. p. 11. Retrieved 2010-03-16. 
  7. ^ Quinlivan, B. (7 May 1982). "Pioneer proved Berlei bras fitted the nation just fine". Financial Review (Sydney). p. 19. 
  8. ^ Maynard, Margaret (1999). "Living dolls: The fashion model in Australia". Journal of Popular Culture 33 (1): p 191–205. doi:10.1111/j.0022-3840.1999.3301_191.x. 
  9. ^ "Berlei Factory, Bath Road, Slough, Berkshire". English Heritage.NMR. 1937. Archived from the original on 2011-01-26. 
  10. ^ a b Warner, Jeremy (1985-11-30). "Berlei calls in receiver as bank acts". The Times (London). p. 2. .
  11. ^ "Courtaulds bows to £150m takeover". BBC News. 2000-03-24. Archived from the original on 2008-03-02. Retrieved 2010-01-01. 
  12. ^ Klinger, Peter (May 2006). "Sara Lee offloads Courtaulds division". The Times. London: Times Online. Archived from the original on 2008-03-25. 

References[edit]

"The History of Berlei Lingerie and its Solution Led Design". Lingerie Uncovered. Retrieved 2008-03-31. 

"Courtaulds bows to £150m takeover". BBC News. 2000-03-24. Archived from the original on 2008-03-02. Retrieved 2010-01-01. 

"The History of The Berlei Group - The Life of Fred Burley". Berlei Limited. Archived from the original on 2008-03-27. 

"The History of The Berlei Group - Time Line". Berlei Limited. Archived from the original on 2008-03-27. 

Best, Sue (1991). "Foundations of femininity: Berlei corsets and the (un)making of the modern body". The Australian Journal of Media & Culture 5 (1). Archived from the original on 2008-04-24. 

Elfick, David (Producer) (1983). Undercover (DVD). Sydney, Australia: Filmco / Palm Beach Pictures. 

Griffin, Michelle (2004-09-29). "Beating the bounce". The Age, Melbourne. Archived from the original on 2008-04-18. 

Hyslop, Anthea. "Burley, Frederick Richard (1885 - 1954)". Australian Dictionary of Biography, Online Edition. Australian National University. Retrieved 2008-04-22. 

Maynard, Margaret (2007-03-01). "'Lady be beautiful': selling corsets in the 1920s". Journal of Australian Studies 91: p 145(9). doi:10.1080/14443050709388136. 

Ryan, Sue. "Berlei - Corporate entry". Cyberfibres. RMIT University. Archived from the original on 2008-04-04.