Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land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

The company’s 12-month housefile has grown 7 percent over the past year, despite a 25 percent catalog circulation decrease and flat 2007 sales, spurred by an increase in purchase frequency. According to Tracy Rhyan, the company’s director of multichannel marketing, Frederick’s “attributes that to smarter marketing and better merchandise and creative.”