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Shapewear @ Maidenform performs well
Aug '09
Maidenform Brands, Inc., a global branded marketer of intimate apparel, reported second quarter 2009 net sales of $114.2 million, an increase of 5.6% over the second quarter of 2008, driven by continued strength in its core bra and shapewear businesses, replenishment of its Donna Karan and DKNY licensed brands, the introduction of new programs with off-price retailers and sales to a specialty retailer. Reported earnings per share (EPS) of $0.31 for the second quarter of 2009 were down as compared to EPS of $0.33 in the second quarter of 2008.

Maurice S. Reznik, Chief Executive Officer, stated, "We're very pleased with our results in the second quarter and for the year-to-date. We've differentiated ourselves from our competition with leadership and innovation in bras and shapewear and we continue to build penetration across all of our channels of distribution. While the marketplace and economy remain challenging, we're deeply focused on executing our strategies and investing in our business and infrastructure to further strengthen our company and drive continued market share growth through the balance of this year and forward."

Financial Results for Second Quarter 2009 versus Second Quarter 2008
Net sales for the second quarter of 2009 increased $6.1 million, or 5.6%, to $114.2 million. Wholesale segment net sales in the second quarter of 2009 increased $6.1 million, or 6.5%, to $99.7 million. Retail segment net sales were unchanged at $14.5 million in the second quarter of 2009.

The Company's net sales performance by channel of distribution is highlighted in Exhibit 1 to this press release.

Wholesale Segment
Department Stores and National Chain Stores
Net sales for the department stores and national chain stores channel decreased $1.0 million, or 1.7%, to $56.4 million in the second quarter of 2009. This decrease reflected the weakness in this channel as a result of the global economic slowdown, along with promotional activities with retail partners to increase inventory productivity and lost sales associated with customer bankruptcies filed in the second half of 2008. Partially offsetting this decrease were sales from the Company's licensed brands Donna Karan and DKNY that the Company launched in the first quarter of 2009.

Mass Merchants
Mass merchant channel net sales decreased $2.1 million, or 7.4%, to $26.4 million in the second quarter of 2009. Sales were impacted by a non-recurring program with a warehouse customer and lower private brand sales with one mass customer. Partially offsetting this decrease was the continued growth of Maidenform's Sweet Nothings and Inspirations(TM) brands in the shapewear and bra categories.

Net sales in the other channel increased $9.2 million, or 119.5%, to $16.9 million in the second quarter of 2009 primarily from the replenishment of products based on the Company's patent-pending Total Solution(TM) technology with a specialty retailer and higher sales to off-price retailers.

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