Fredericks of Hollywood History

The history of Fredericks of Hollywood is pretty interesting. It was during his serving in the army during the WW II when Frederick Mellinger conceived the idea of starting a lingerie business after he learned from his fellow soldiers that they were bored by the normal white bra and panties worn by their wives and girlfriends and wanted something bold and sexy. All this prompted Frederick Mellinger to start a mail order lingerie business in New York which was named as Frederick's of Fifth Avenue selling racy black bras and panties.

It was in 1947 that Frederick shifted his business to California and named his business Frederick's of Hollywood. He is credited with numerous innovations which includes Rising Star, the first push up bra, Water Bra, Thongs to name a few. His lingerie collection was always aimed at enticing men.

The company went public in 1972 and through the nineties Fredericks of Hollywood surged to more than 150 stores which accounted for more than half of the sales for the company. It was only in 1995 that the company went for international outing and came up with a holiday catalog for Canada.

After suffering profitability losses the company moved from raunchy to romance look in order to counter competition from Victorias Secret. Since then the company has bounced back and is today standing on its feet giving competition to its competitors.

This is the history of Fredericks of Hollywood .which has created a strong brand image creation for itself since its inception in 1947.