Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land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

Specifically, the Movie Star deal gave Frederick’s access to the following:
• an increased capacity to raise money;
• the public market; and
• immediate funding upon the close of the deal on Jan. 29.

The company is primed for topline growth in the form of an expanded catalog circulation strategy, additional stores, a more fortified Web business and additional customer contact overall. “It gives us the ability to define our brand and announce it to our customers through different levels of our contact strategy,” LoRe says.