Bali Intimates History

Bali® intimates knows that beauty begins from within. It is a feeling as well as a look. It's having confidence in everything you do and everything you wear. Beauty is the simple elegance, comfort and fit of Bali intimates. Because when you feel beautiful, you are.

The Bali brand traces its beginning to 1927 when women’s foundation garments were designed to project a flat silhouette. Sara Stein, who worked for a bra manufacturing company, saw the opportunity to deliver a better garment - a product that would appeal to women, yet be functional in construction and fit. Using a small Singer sewing machine tucked in the corner of her small Brooklyn apartment, Sara started to sew a different type of brassiere. Her husband, Sam, a sales clerk with Weber and Heilbrunner, a well-known roaring twenties men’s furnishings store, sold these to stores in the area. The name of the budding enterprise was Fay-Miss, a play on the word “famous.” First year sales were $10,000 – very impressive for a part-time venture in the late 1920’s. In 1935 Fay-Miss acquired a new name: Bali Brassiere Company.

The Steins were not solely interested in cutting and sewing brassieres for commercial profit. Their concern for quality, fit, performance and comfort were key to the company's growth. By 1940, Sam and Sara Stein were considered the innovators of the foundations industry. They introduced the first bias cup brassiere, and the first all-cotton brassiere. Each was designed to be comfortable and enhance shape.

In 1969, with Sam and Sara nearing retirement, the Hanes Corporation of Winston-Salem, North Carolina acquired the controlling interest in the Bali Brassiere Company. One decade later, Hanes Corporation was acquired by Consolidated Foods Company out of Chicago, which in 1985 changed its name to Sara Lee Corporation. In 2006 the spin-off of Hanesbrands Inc. occurred and the Bali brand became one of the significant brands in their intimate apparel portfolio which also included *Playtex®, Wonderbra®, Barely There® and Hanes Her Way®.

More than 80 years after the company's founding, Bali ® intimates still adheres to the original concept of designing and producing flattering, comfortable garments for women.

Read more about Bali Panties


The first Bali Bra.
Sara Stein sews, husband Sam sells.
Fay-Miss Lingerie Company begins business.


New Name: Bali Brassiere Company.
Ad Campaign: "A Style for Every Figure."


Cup size introduced.
Ad Campaign: "Looks that Nature Intended."
First nylon cup bra. First all cotton bra.


Ad Campaigns: "Every Bali Has a Bow," "Take Beauty To Your Bosom With The Bali You Love Best," and "The Bra You Never Iron."
Classic bra style Flower Bali 0180 introduced.
Hanes Corporation purchases Bali Brassiere Company.


Ads targeted to younger women.
Ad Campaigns: "The Brassiere and What Your Mother Never Told You" and "The Truth About Underwires."
Consolidated Foods acquires Hanes Corporation.


Bali intimates introduces "Custom Fit” system.
Bali intimates introduces Double Support® wirefree bra with signature M-frame technology for lift and comfortable support.
Ad Campaign: "Bras That Fit Your Shape, Not Your Size."
Consolidated Foods becomes Sara Lee Corporation.


Bali® intimates adds panties to the line by acquiring Henson-Kickernick, manufacturers of the popular Skimp Skamp® brief.
Bali® intimates add shapewear briefs, waist cinchers and all-in-one shapers.
Ad campaign: "Bali ... The One You Love To Wear."


Bali® intimates, the #1 department store brand, continues as the innovation leader of the category:

  • The first full support foam plunge bra: Seductive Curves®
  • The first s-shaped gel strap: Shoulder Spa® design and patented comfort fasteners
  • Other innovative bras: Silver Lining Minimizer, Powershape® Lace, No Poke Wire®, and No Slip Straps with Silicone Grip Strips®
  • Dramatic Full Support: Lace Desire bras and panties

Bali intimates introduces Bali® Platinum bras and coordinate panties in 2006.
Bali® intimates introduces Passion for Comfort bras and
Cotton Creations 100% cotton panties.
Hanesbrands Inc. becomes a standalone, publicly held company in 2006.
Bali® intimates celebrates the beginning of its 80th year of making women feel beautiful with the “Live Beautifully” media campaign in spring 2007