Frederick's of Hollywood Launching New Luxury Line
Lingerie just keeps getting fancier.
Take Frederick's of Hollywood, the Los Angeles institution that has been around for more than 50 years. It started out as a more risque brand of lingerie and eventually morphed into something similar to Victoria's Secret. Now it seems to be getting closer to La Perla.
Frederick's of Hollywood is launching a new line of lingerie called Harriett, named after founder Frederick Mellinger's wife. The new label is all about fine silk and eyelash lace. Prices start at $29 for a thong and go up to $159 for a corset. In addition to lingerie, there will be ready to wear and high-end accessories.
Company execs are hoping this is one way to help the company's bottom line. It has been losing a lot of money lately. During the first nine months of its fiscal year, the company had a net loss of $2.6 million compared to a net loss of $4.9 million during the same period last year.
Right now, the Harriett line is being sold online at www.harriett.com and at the company's flagship store in Hollywood.
