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Frederick's of Hollywood Snapshot
Even in a town not known for modesty, Frederick's of Hollywood is an eye-opener. Operating about 120 women's intimate apparel shops in the US (primarily in malls), it sells lingerie, bras, panties, foundations, dresses, wigs, and hosiery under the Frederick's of Hollywood brand name. The firm pioneered the push-up bra and other dainties designed from a man's point of view, but has extended its reach by adding ready-to-wear items, jewelry, and perfume. It operates a mail-order catalog unit in the US and Canada, which produces some 13 million catalogs, and an online store. When Frederick's of Hollywood merged with Movie Star, the combined entity and new parent became known as Frederick's of Hollywood Group.
