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Bonds, the Aussie Underwear Made for Down Under, Makes its U.S. Debut

1. Bonds is launching its underwear brand in the U.S. market. 2. This expansion could create competition for HBI in the intimate apparel sector.

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FAQ

Why Neutral?

While new entrants can disrupt markets, HBI's established position may mitigate risks.

How important is it?

New competition could impact HBI's sales; however, brand loyalty may buffer effects.

Why Short Term?

Initial U.S. market entry may not affect HBI immediately; watch for competitive responses.

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HBIBRK.AGILAEO
WINSTON-SALEM, N.C.--(BUSINESS WIRE)--Bonds, the iconic Australian underwear brand trusted by Aussies for more than 100 years, is bringing its “Made for Down Under” comfort to the U.S. Known for keeping Aussie bums, boobs, and bits comfy with hardworking underwear, Bonds creates essentials built to handle whatever life throws at you. “We're thrilled to introduce our iconic underwear and signature Aussie spirit to the U.S.,” said Tanya Deans, President of Bonds Australia. “Americans might wonder.

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