Maidenform Company Description
Intimate apparel maker Maidenform Brands has built a business on getting its little somethings into the hands and on the bodies of its customers. The company, established when founders Ida and William Rosenthal invented the cup-style bra in the 1920s, makes bras, panties, shapewear, and sleepwear. Maidenform sells its products worldwide, primarily through US discount chain stores and department stores. The company also sells its well-known brands (such as Maidenform, Flexees, and Lilyette) through about 80 company-owned outlets and its Web sites. The company's name became iconic through its "I dreamed" Maidenform ads ("I dreamed I stopped traffic in my Maidenform bra").
View the Comprehensive Company Description for Maidenform
The Company Description provides a historical perspective of Maidenform's organization from inception to current status.
Produced by Hoover's in-house editorial team, the Company Description tracks ownership transitions, company progress via mergers and acquisitions, major growth milestones, and strategic initiatives, to provide a holistic view of Maidenform's evolution in the marketplace.
