Lingerie firm Bendon, the maker of Elle Macpherson Intimates and Stella McCartney Lingerie, has named British-born Simon Hughes as its new chief executive officer.

Hughes is currently managing director (Asia) of Warnaco, and will join Bendon next month. He will be based at the company's head office in Auckland, New Zealand.

Eric Watson, executive chairman of Bendon's owner Cullen Investments, says "the focus for Bendon going forward will be two-fold - further strengthening its existing operations and its brand portfolio, and exploring opportunities in new markets."