And time-tested: The company has peddled undies for 115 years. Sold through top-tier catalogs (such as Garnet Hill) as well as in upscale department stores, the 85-piece line ranges from boxers and briefs staid enough for the clergy (the company supplies a store at the Vatican) to bras slinky enough for stars like Uma Thurman and Meg Ryan who, like Kidman, are fans offscreen.
Niki Sachs, 64, Hanro's CEO and U.S. president, attributes the company's cachet to a combination of quality materials—the best Egyptian cotton—and its seamless manufacturing technique, which gives the garments a "buttery, soft finish that appeals to people from all walks of life." But with prices range from about $25 for bikini briefs to $75 for a camisole, they don't fit every budget. Sachs agrees. "In a car," says, "Hanro would be a Ferrari."