History of Berlei Limited and Associated Companies
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. Fred made his first overseas business trip to the US in 1913 to learn methods and machines of the time. The brand name of Berlei was coined soon after and was registered in Australia in 1917. United Corsets became Berlei Limited in 1920.
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.
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.
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