Bali (lingerie)

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HeadquartersWinston-Salem, North Carolina, United States
Key people
Sara Stein
Productsbras, panties, sleepwear, hosiery
ParentHanesBrands Inc.

Bali is a lingerie company operating in the United States of America.


Bali began in 1927 with Sara Stein as Fay-Miss. In 1935 the company changed its name to Bali Brassiere Company. Bali merged with Hanes Corporation in 1969.[1] Hanes was then sold to Chicago-based Consolidated Foods Company, which became Sara Lee Corporation in 1985.[2]

In 2006 Sara Lee spun off its apparel company into HanesBrands Inc..[3] HanesBrands owns many other clothing brands, including: Hanes (its largest brand), Champion (its second largest brand), Playtex (its third largest brand), Just My Size, Barely There, Wonderbra, L’eggs, C9 by Champion, Duofold, Beefy-T, Outer Banks, Sol y Oro, Rinbros, Zorba and Ritmo. Bali launched the "Live Beautifully" campaign in 2007 that featured notable photographer and director Peter Lindbergh. This campaign was created by KraftWorks NYC,[4] their primary advertising agency since 2005.


  1. ^ DeMello, Margo (2009-09-10). Feet and Footwear: A Cultural Encyclopedia. ABC-CLIO. ISBN 978-0-313-35715-2.
  2. ^ McGill, Douglas C.; Times, Special To the New York (1989-06-19). "At Sara Lee, It's All in the Names". The New York Times. ISSN 0362-4331. Retrieved 2020-06-08.
  3. ^ "Sara Lee to spin off branded apparel". Retrieved 2020-06-08.
  4. ^ "KraftWorks NYC". Archived from the original on 2013-07-20. Retrieved 2012-03-29.

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