Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land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

But an “expanded” catalog circulation strategy for Frederick’s means keeping circ flat with last year rather than cutting back, as many other mailers are doing in light of the flat economy and postage and paper cost increases.

In the overall scheme of things, keeping catalog circulation flat with last year will help the company grow, especially as the 131-store count will increase while other elements of the business are being upgraded. According to LoRe, “The key focus is to grow the Frederick’s brand.”