Frederick’s of Hollywood Reveals New Apparel Lines

Frederick’s of Hollywood (FOH) Group is readying a new line of sleepwear and daywear aimed at the 16- to 26-year-old market. And it’s not just the design of the new lines that will be more mainstream than the suggestive unmentionables synonymous with the company’s name. It will also be the distribution. Los Angeles Business Journal reports that FOH’s latest offering “could be sold on the racks at Target, Kohl’s, Wal-Mart and other discount retailers.”

It should have an in at Wal-Mart at least. Barbara Bakalic, new vp of product development for FOH’s wholesale division, spent the last eight years at Wal-Mart, moving up from corporate brand manager to product development director. Her responsibilities in the latter post included intimate apparel and sleepwear development as well as Junior development.

“Her extensive product development, merchandising and sales experience and proven success in the intimate apparel industry, specifically the mass market, will be a great asset to us,” said Thomas J. Lynch, FOH Group chairman and CEO in a statement announcing Bakalic’s hiring in June.