Frederick's of Hollywood reveals web-only strategy, closes all retail stores

After years of struggling to keep up with Victoria's Secret, Los Angeles-based lingerie brand Frederick's of Hollywood Group Inc. is switching to a web-only retail model.

The Los Angeles Times reports ( ) that Frederick's has closed all of its 94 brick-and-mortar stores in favor of e-commerce.

A retail consultant says the brand could be successful online-only with careful corporate strategy.

The pinup-inspired lingerie brand opened in Los Angeles in 1947 and launched a mail order catalog in the 1960s, later adding sex toys and more risque attire to the line.

Frederick's declared bankruptcy in 2000, emerging in 2003 and going public in 2006. In 2013 the brand was purchased by a consortium that includes HGI Funding, a subsidiary of New York-based Harbinger Group Inc., and some of its own shareholders.


Information from: Los Angeles Times,