Honestly, if you’ve ever worn a push-up bra or bought a pair of "scanty panties," you basically owe a thank you note to a man named Frederick Mellinger. Most people today think of Victoria’s Secret as the titan of the industry, but before they were even a glimmer in a mall developer's eye, there was the Frederick’s of Hollywood Group.
It’s kinda wild to think about now, but there was a time when the only color you could find for undergarments in America was white. Boring, utilitarian, "good girl" white. Then came Frederick. He’d seen the lacy, daring styles in Europe during World War II and decided US women deserved a bit more... spice. He started in 1946, and by the 50s, he’d basically invented the modern concept of "sexy."
But then, everything went sideways.
The Rise of the Purple Palace
The Frederick’s of Hollywood Group wasn't just a shop; it was a vibe. Their flagship store on Hollywood Boulevard was literally called the "Purple Palace." It was Art Deco, flamboyant, and housed a "Lingerie Hall of Fame" featuring Madonna’s bustiers and Zsa Zsa Gabor’s corsets.
Frederick Mellinger was a flat-out genius at marketing. He didn't just sell bras; he sold a "figure balancing act."
- He launched the "Rising Star" in 1947. This was the world’s first padded bra.
- He followed it up with the first-ever push-up bra a year later.
- He brought the bikini to America in 1946 after seeing them in France.
- He even sold an "inflatable bra" that came with a free straw. Seriously.
For decades, they were the undisputed kings of the bedroom. They had over 200 stores at their peak. Their catalogs were legendary—and sometimes a bit scandalous for the time. They leaned into the "bad girl" aesthetic while everyone else was trying to be "the girl next door."
Where It All Started To Tank
Business is a fickle beast. In the 1980s, the Frederick’s of Hollywood Group hit a massive wall. What was that wall? Victoria’s Secret.
👉 See also: Share Market Today Closed: Why the Benchmarks Slipped and What You Should Do Now
While Frederick’s was leaning into the "sex sells" mantra with increasingly raunchy catalogs, Victoria’s Secret figured out that women wanted to feel elegant, not just "naughty." They made lingerie feel like a luxury lifestyle, not a novelty item.
- The Shift in Taste: By the late 80s, Frederick’s looked dated. Their stuff felt like something out of a 1970s adult film, while the world was moving toward the "supermodel" elegance of the 90s.
- Management Messes: Frederick Mellinger retired in 1984. The company suffered its first loss that same year. After he died in 1990, the brand went through a series of "rebrandings" that basically just confused the customers.
- The 1992 LA Riots: This is a crazy bit of history. During the riots, their Hollywood flagship was looted. They actually stole Madonna’s $5,000 bustier.
By the time the 2000s rolled around, the company was hemorrhaging cash. They filed for Chapter 11 bankruptcy in 2000. They emerged three years later, but the damage was done. The "Purple Palace" was sold, and they moved into a more modern space, but the soul of the brand felt like it was on life support.
The 2015 Collapse and the Authentic Brands Group Era
If you’re looking for the Frederick’s of Hollywood Group today, you won’t find them in a mall. In 2015, the company hit the final "game over" button for their physical presence. They closed all 111 remaining stores and filed for bankruptcy yet again.
They had $106 million in debt and only about $36 million in assets.
That’s when Authentic Brands Group (ABG) stepped in. They bought the brand for about $22.5 million. ABG is basically the graveyard—or the rehab center, depending on how you look at it—for iconic brands. They own Forever 21, Juicy Couture, and even the estate of Marilyn Monroe.
They took Frederick’s entirely online. No more stores. No more "Purple Palace." Just a website and some licensing deals.
✨ Don't miss: Where Did Dow Close Today: Why the Market is Stalling Near 50,000
Who Actually Owns It Now?
It gets a little complicated here. In 2018, Naked Brand Group Inc. (now part of Cenntro Inc. after some wild corporate maneuvers) acquired the e-commerce license. For a while, they were the ones actually running the day-to-day digital storefront.
The strategy was simple: stop trying to compete with the massive overhead of retail stores and lean into the legacy. They brought in Megan Fox as a brand ambassador and co-owner for a stint to try and grab that "cool girl" energy back.
But honestly? It’s a crowded world now. You’ve got Savage X Fenty by Rihanna, Skims by Kim Kardashian, and a million "Internet-first" brands like ThirdLove that focus on comfort and inclusivity. The Frederick’s of Hollywood Group is fighting for air in a room where everyone else has a louder microphone.
Why Does This Even Matter?
You might think, "Who cares about a dead mall brand?" But here’s the thing: Frederick’s changed how we think about fashion. They were the first to say that it’s okay for a woman to buy something just because it makes her feel hot. They paved the way for the multi-billion dollar "intimates" industry we have today.
They were the "Original Sex Symbol," but they got stuck in the past.
What Most People Get Wrong
A lot of people think Frederick’s failed because their stuff was "too cheap" or "too trashy." That’s a bit of a simplification. They failed because they lost their "Why." - They tried to be "wholesome" in the 90s to compete with Victoria’s Secret, which just annoyed their loyal fans.
🔗 Read more: Reading a Crude Oil Barrel Price Chart Without Losing Your Mind
- They didn't invest in e-commerce early enough.
- They stayed in malls way too long while everyone was moving to the web.
The Actionable Takeaway for 2026
If you're a fan of the vintage aesthetic or just looking for where the brand is now, here is what you need to know about the current state of the Frederick’s of Hollywood Group:
1. Don't Look for a Store: If you see a "Frederick’s" sign in a mall, it’s probably a ghost or a vintage shop. They are strictly online and have been for years.
2. Focus on the "Foundations": While they still do the wild costumes, their current strength is actually in the "shaping" technology. They still use some of those original "figure-enhancing" patents that Mellinger developed decades ago.
3. Check the Licensing: You might start seeing the Frederick’s name on perfumes or even home goods in department stores like Macy’s. That’s the Authentic Brands Group strategy—license the name to anyone who will pay, rather than making the products themselves.
The Frederick’s of Hollywood Group is a classic example of a "pioneer’s penalty." They invented the game, but they didn't know how to play it once the rules changed. They are a digital-only entity now, a shadow of the "Purple Palace," but in an industry obsessed with nostalgia, don't be surprised if you see a "vintage revival" attempt every few years.
To really understand the brand, you have to look past the lace and see the business mistakes. They ignored the shift from "male gaze" marketing to "female empowerment" marketing until it was too late. In 2026, the brand exists as a licensed name—a piece of intellectual property rather than a living, breathing fashion house.
Next Steps for Enthusiasts:
If you are interested in the history of the Frederick’s of Hollywood Group, search for archives of their 1960s and 70s catalogs. They are considered high-value collectibles now and offer a better look at the brand's cultural impact than any current website can. For those tracking the business side, keep an eye on Authentic Brands Group's quarterly filings to see which new categories they license the "Frederick's" name into next—likely moving toward "lifestyle" and "wellness" to keep up with current trends.