Frederick's of Hollywood

What Frederick's of Hollywood does

Frederick's of Hollywood is a heritage American intimate apparel brand founded in 1947 and currently operated under Authentic Brands Group (ABG) through the legal entity ABG-Frederick's of Hollywood, LLC. The company is positioned as the "original provocateur" in lingerie, with a founding-era claim to have pioneered black lingerie and invented the push-up bra. Its product portfolio spans core lingerie (bras, panties, teddies, babydolls, corsets, chemises, gartered pieces) along with adjacent categories including bridal lingerie, sleepwear, shapewear, fragrance, and accessories/shoes. Sub-brands such as the Raven Collection, Ilaria Collection, Hollywood Exxtreme, and Lexi Liquid Satin provide merchandising segmentation across edgy, romantic, push-up, and signature satin aesthetics.

The business is operated as a direct-to-consumer e-commerce retailer running on Shopify, with the website at fredericks.com serving as the primary customer interface. The technology stack is composed entirely of third-party SaaS integrations: payment processing via PayPal, Shop Pay, and Klarna (buy-now-pay-later); marketing automation via Klaviyo, Facebook Pixel, and Attentive (SMS); analytics via Google Analytics; and reviews/user-generated content via Yotpo. Distribution is omnichannel in a social sense (Facebook, Instagram, TikTok) but single-channel in retail (e-commerce only, with no physical storefronts indicated in current operating data).

Frederick's of Hollywood generates revenue through unit sales of intimate apparel at promotional price points (e.g., 2 bras for $60, 6 panties for $40) and a customer membership program offering 10% discounts and free shipping. The company is privately held with no public ticker, no recent disclosed funding events beyond a 2013 $14M Salus Capital Partners financing, and no management team publicly identified in the source data. As an ABG-managed brand, the operating model likely combines direct retail with brand licensing, though licensing counterparties are not disclosed.

Name

Frederick's of Hollywood

Legal name

Frederick's Of Hollywood, Inc.

Website

http://fredericks.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Frederick's of Hollywood is an apparel & fashion company providing lingerie, bras, panties, corsets, and babydolls.

Ownership category

akta.pro rank

Product category

Intimate Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Shoe Retailers (4582)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

akta.pro secondary industries

Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Panties & Briefs (CRAAAIAB), Intimates Accessories (Hosiery, Garters, Lingerie Care) (CRAAAIAI)

Keywords

• Intimate apparel retail
• Lingerie e-commerce
• Push-up bras
• Women's underwear
• Bridal lingerie

Headquarters

HQ city

Hollywood

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Core offering

Frederick's of Hollywood is an e-commerce retailer of intimate apparel selling its own branded lingerie, bras, panties, teddies, babydolls, corsets, chemises, bridal lingerie, sleepwear, shapewear, accessories, shoes, and fragrance. The product range spans everyday and expressive intimate apparel categories, organized around signature sub-brands (Hollywood Exxtreme, Lexi Liquid Satin, Raven, Ilaria) and supported by promotional bundles. The company sells directly to consumers through its Shopify-powered website.

Product overview

Frederick's of Hollywood is a historic lingerie and intimate apparel retailer founded in 1947, operating as an e-commerce platform built on Shopify. The company offers a comprehensive portfolio of products organized around its core lingerie category, which includes bras (push-up, plunge, balconette, strapless), panties (thongs, G-strings, cheekies, hipsters), teddies, babydolls, corsets, chemises, and gartered lingerie. The brand features several sub-brands including the edgy Raven Collection (bondage-inspired), the romantic Ilaria Collection (embroidered tulle), the Hollywood Exxtreme line (maximum push-up bras), and the Lexi Liquid Satin collection. Promotional offerings include The Bra Bundle (2/$60) and The Panty Drop (6/$40). Additional categories encompass bridal lingerie, sleepwear, accessories, shoes, fragrance, and shapewear. The company operates a membership program offering 10% off and free shipping benefits.

Differentiator

Problem solved

Functional benefit

Products and services

• Lingerie Complete range of intimate apparel including teddies, babydolls, corsets, bustiers, chemises, bodystockings, and gartered lingerie designed for seduction and confidence. Sold to individual consumers via the fredericks.com e-commerce site.
• Bras Push-up, plunge, balconette, underwire, strapless, T-shirt, full figure, and open cup bras in various colors and fabrics including satin, lace, and liquid satin. Sold to individual consumers via the fredericks.com e-commerce site.
• Panties G-strings, thongs, tangas, crotchless, bikinis, cheekies, boyshorts, and hipsters available in various styles and materials. Sold to individual consumers via the fredericks.com e-commerce site.
• Bridal Lingerie Wedding-appropriate intimate apparel including classic, bold, and modern bridal looks for the aisle, unveil, and honeymoon. Sold to individual consumers via the fredericks.com e-commerce site.
• Sleepwear Sleep slips, rompers, robes, and sleep sets designed for both comfort and allure. Sold to individual consumers via the fredericks.com e-commerce site.
• Shapewear Body-shaping garments designed to create a smooth silhouette under clothing. Sold to individual consumers via the fredericks.com e-commerce site.
• Accessories & Shoes Intimate accessories including garter belts, body chains, pasties, hosiery, thigh highs, stockings, boots, heels, and sandals. Sold to individual consumers via the fredericks.com e-commerce site.
• Fragrance Perfumes and fragrances sold in the fragrance collection. Sold to individual consumers via the fredericks.com e-commerce site.
• Matching Sets Coordinated lingerie sets featuring matching bras and panties designed to be worn together. Sold to individual consumers via the fredericks.com e-commerce site.
• Raven Collection Edgy bondage-inspired lingerie sub-brand featuring intricate straps, harness-like garters, and sheer materials in leopard and black colorways. Sold to individual consumers via the fredericks.com e-commerce site.
• Ilaria Collection Embroidered tulle sub-brand featuring floral accents in black and crimson red with babydolls, garter belts, and intimate apparel. Sold to individual consumers via the fredericks.com e-commerce site.
• Hollywood Exxtreme Collection Maximum push-up plunge bras in bold colors including Pink Dragon, Chili Pepper, and Sunkiss. Sold to individual consumers via the fredericks.com e-commerce site.
• Lexi Liquid Satin Collection Signature liquid satin fabric hipsters, panties, and intimate apparel in various colors including Sirocco, Samba, and Black. Sold to individual consumers via the fredericks.com e-commerce site.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cosabella: Heritage Italian-inspired lingerie, bralette, and sleepwear brand sold DTC and through specialty wholesale. Comparable assortment and lace/embroidered aesthetic overlap with Frederick's Ilaria and romantic sub-brands.
• Natori: Designer lingerie, sleepwear, and loungewear brand with broad DTC and department-store distribution. Closely comparable product mix (bras, panties, robes, sleepwear) and a similar premium-but-accessible price architecture to Frederick's.
• Bluebella: UK-based lingerie and nightwear brand with a provocative, fashion-led positioning very similar to Frederick's Raven and edgy collections. Comparable target shopper seeking bold, strappy, and sheer intimates.
• Hanky Panky: Iconic American lingerie and underwear brand famous for signature thongs and lace bralettes. Comparable heritage status, DTC + wholesale mix, and overlapping panties/bralette categories with Frederick's.
• La Senza: Specialty lingerie retailer with bras, panties, sleepwear, and bridal assortments. Most directly comparable mass-to-premium specialty lingerie competitor and a category cousin to Frederick's in the bras/panties core.
• Victoria's Secret: Largest US specialty lingerie retailer selling bras, panties, sleepwear, and fragrance across bras, panties, and adjacent categories. Directly competes with Frederick's for the same push-up and lifestyle intimate apparel shopper, with a far larger omnichannel footprint.
• Savage X Fenty: Rihanna's digitally-native lingerie and intimates brand sold direct-to-consumer with inclusive sizing and provocative styling. Competes head-to-head with Frederick's on edgy, fashion-forward intimates and dominates the cultural conversation with younger shoppers.
• ThirdLove: Direct-to-consumer bra and underwear brand built on half-cup sizing, fit technology, and body-positive marketing. Overlaps directly with Frederick's core bra and panties assortment and competes for the same digitally-engaged shopper.
• Adore Me: DTC lingerie and sleepwear brand with Try & Buy model and inclusive sizing, now part of HanesBrands. Direct overlap with Frederick's in bras, panties, babydolls, and bridal-adjacent lingerie at accessible price points.
• Cuup: Direct-to-consumer intimates brand known for minimalist bras, swimwear, and inclusive sizing with a premium positioning. Competes with Frederick's for the fashion-conscious lingerie shopper seeking modern design and fit-forward basics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fredericks
• Instagraminstagram.com/fredericksofhollywood
• TikToktiktok.com/@fredericksofhollywood?lang=en
• Xx.com/love_fredericks

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Frederick's of Hollywood