--- title: HanesBrands in $550 Million Deal for Full Control of Wonderbra description: Deal to acquire European intimate apparel maker DBApparel gives Hanes a much stronger position in Europe. canonical: https://time.com/2921355/wonderbar/ author: TIME article:opinion: false article:content_tier: free article:published_time: 2014-06-25T16:07:28.000Z article:modified_time: 2026-05-11T05:08:12.694Z article:section: World og:title: HanesBrands in $550 Million Deal for Full Control of Wonderbra og:description: Deal to acquire European intimate apparel maker DBApparel gives Hanes a much stronger position in Europe. og:url: https://time.com/2921355/wonderbar/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt5dc3470ec204f447/6986992fe8524bf6636039d7/151970177.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 og:image:width: 1200 og:image:height: 675 og:image:alt: Wonderbra New Ephemeral Shop Launch Party og:type: article twitter:card: summary_large_image twitter:title: HanesBrands in $550 Million Deal for Full Control of Wonderbra twitter:description: Deal to acquire European intimate apparel maker DBApparel gives Hanes a much stronger position in Europe. twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt5dc3470ec204f447/6986992fe8524bf6636039d7/151970177.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  # This Is How Much All Those Wonderbras Are Actually Worth by [John Kell](/author/fortune/) ## John Kell Jun 25, 2014 4:07 PM CUT  Wonderbra's new muse Adriana Cernanova poses with herself. Wonderbra's new muse Adriana Cernanova poses with herself.Foc Kan—WireImage by [John Kell](/author/fortune/) ## John Kell Jun 25, 2014 4:07 PM CUT  This post is in partnership with Fortune, which offers the latest business and finance news. Read the article below originally published at [Fortune.com](http://fortune.com/2014/06/25/hanesbrands-deal-wonderbra/ "undefined"). HanesBrands has agreed to pay [$550 million to acquire European intimate apparel maker DBApparel](http://ir.hanesbrands.com/phoenix.zhtml?c=200600&p=irol-newsArticle&ID=1942479&highlight= "undefined"), a deal that will give Hanes a much stronger position in Europe and also full ownership of the iconic Wonderbra brand. HanesBrands is buying DBApparel from private-equity firm Sun Capital Partners, and the deal unites two formerly separated sister companies that were once controlled by Sara Lee (which has since been renamed Hillshire Brands). Sara Lee in 2006 sold off DBA to Sun Capital, while Hanes was spun of into a separate publicly traded company. The deal is unusual in that both companies have had control of Wonderbra and Playtex. As a result of the sale of the European apparel business by Sara Lee, HanesBrands wasn’t permitted to sell some of its intimate apparel to European Union and several other European countries, as well as South Africa. [For the rest of the story, go to Fortune.com](http://fortune.com/2014/06/25/hanesbrands-deal-wonderbra/ "undefined"). ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/2921355/wonderbar/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/2921355/wonderbar/"},"headline":"This Is How Much All Those Wonderbras Are Actually Worth","datePublished":"2014-06-25T16:07:28.000Z","dateModified":"2026-05-11T05:08:12.694Z","description":"Deal to acquire European intimate apparel maker DBApparel gives Hanes a much stronger position in Europe","url":"https://time.com/2921355/wonderbar/","keywords":["Companies","Business topic"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt5dc3470ec204f447/6986992fe8524bf6636039d7/151970177.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"John Kell"}],"articleSection":"World","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt5dc3470ec204f447/6986992fe8524bf6636039d7/151970177.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Wonderbra New Ephemeral Shop Launch Party","caption":"Wonderbra New Ephemeral Shop Launch Party","creditText":"Foc Kan—WireImage","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/world/","name":"World"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/companies/","name":"Companies"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/2921355/wonderbar/","name":"This Is How Much All Those Wonderbras Are Actually Worth"}}]}] ```