Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land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

Like the boulevard it resides on, Frederick’s of Hollywood has been undergoing a makeover of sorts.

But for the 61-year-old cataloger/retailer of racy women’s lingerie, the past decade has been a rough ride. It began in 2000, with a two-and-a-half-year reorganization under Chapter 11 bankruptcy protection caused by heavy, lingering debt incurred when it switched from a public to a private company in 1997. But after emerging from Chapter 11, business remained fairly flat, and capital eventually dried up.