Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land

By Paul Miller

“Women want to feel sexy, and men want them to feel that way,” says LoRe about Frederick’s approach. “So if you start with that as a principal, as [founder] Frederick Mellinger did, and watch customers change and evolve, and how their expectations of you change, that’s critical to us in terms of customer service, bringing product to market and innovation.”