Frederick's and Hard Rock to Partner

Frederick's of Hollywood Group Inc. (New York) and Hard Rock Hotel & Casino Las Vegas are joining hands in an integrated marketing and media agreement that will promote the young and sexy lifestyle of the brands across multiple venues, including social networking, product integration, cross promotion and events.

Through the partnership, Frederick's of Hollywood will receive on-site presence throughout the Hard Rock Hotel & Casino Las Vegas, including participation at the hotel's clubs and pools, retail presence and cross promotion of Frederick's of Hollywood merchandise through various Hard Rock sales channels.

“With a similar customer demographic and attitude, we have the opportunity to more effectively reach our targeted customer [through the strategic alliance],” says Thomas Lynch, Frederick's ceo. “The partnership embodies the excitement of Las Vegas and the sexy look of Hollywood.”

Hard Rock Hotel & Casino vp and chief merchandising officer Phil Shalala agrees that this is a mutually beneficial partnership. “We have created an even greater opportunity for our guests to immerse themselves in the sexy lifestyle we are known for,” he says.