Frederick's of Hollywood Closing One-Third of Its Stores
By: Jennifer Diamond Feb. 23, 2015
This year has already seen many stores shutting its doors (C. Wonder, Wet Seal, Kate Spade Saturday) and now we can add Frederick's of Hollywood to the list. The risqué lingerie shop told The Wall Street Journal that it will close one-third of it's 93 stores to hopefully turn its business around.
"Landlords have been very, very agreeable of letting us out of some very unprofitable locations.... These stores should have been closed years ago," Frederick's Chief Operating Officer Bill Soncini said. Soncini went on to say, "We're in the process of re-engineering the whole business."
About Frederick's of Hollywood:
After opening the first store on Hollywood Boulevard and introducing black lingerie to the United States, the company became an instant smash with many a glamorous Hollywood actress-the ones American women worshipped as their style icons. It wasn't long before the company would revolutionize the future of fashion.
More than a few of today's lingerie essentials were born at Frederick's. "The Rising Star"-the world's first push-up bra, was launched in the early 1950s to great success, and today is emulated by intimate apparel manufacturers around the world.
A key factor to Frederick's incredible longevity has been the emphasis on women looking and feeling desirable for themselves. Women of all backgrounds, sizes, ages and tastes choose Frederick's for their lingerie needs, from everyday underwear to those special occasion styles.
More than 65 years later, Frederick's of Hollywood is still a leading trendsetter in intimate apparel and has earned a renowned reputation for flattering women of all sizes with its unique take on affordable luxuries accented with a Hollywood flair.
Today, a dynamic team of executives leads the company's retail and direct channels.
Frederick's remarkable legacy and its unique innovations have led the company to become one of the most recognized brand names in the world.
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