Home / Knowledge / News / Apparel/Garments / Shapewear net sales soar at Maidenform
Shapewear net sales soar at Maidenform
Aug '10
Maidenform Brands, Inc., a global branded marketer of intimate apparel, reported second quarter 2010 net sales of $149.4 million, an increase of 30.8% over the second quarter of 2009, driven by continued strength in its core shapewear and bra businesses across the Company's wholesale channels. Reported EPS of $0.59 for the second quarter of 2010 was up from EPS of $0.31 in the second quarter of 2009.

"This marks our sixth consecutive quarter of strong net sales growth, and we believe that we are well positioned for 2010 and beyond," stated Maurice S. Reznik, Chief Executive Officer. "While sales across all of the Company's wholesale channels increased in the quarter, we are particularly pleased that sales from some of our newer strategic initiatives like Donna Karan and international are beginning to accelerate and have a greater impact on our overall performance."

Financial Results for Second Quarter 2010 versus Second Quarter 2009

Net sales for the second quarter of 2010 increased $35.2 million, or 30.8%, to $149.4 million. Wholesale segment net sales in the second quarter of 2010 increased $35.2 million, or 35.3%, to $134.9 million. Retail segment net sales were unchanged at $14.5 million in the second quarter of 2010 when compared to the comparable period last year.

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 increased $9.8 million, or 17.5%, to $65.9 million in the second quarter of 2010. This increase was due to the solid performance of the Company's shapewear and bra businesses resulting from replenishment orders to support consumer spending and new product introductions along with the continued improvement from the Company's licensed brands Donna Karan and DKNY.

Mass Merchants
Mass merchant channel net sales increased $16.3 million, or 61.3%, to $42.9 million in the second quarter of 2010. This increase included strong sales growth in the Sweet Nothings brand shapewear and bra categories, and continued sales of shapewear products in the Self Expressions brand which were not in the same period of 2009.

Net sales in the other channel increased $9.1 million, or 53.5%, to $26.1 million in the second quarter of 2010 primarily from increased sales to a specialty retailer.

Total international net sales, which are included in the wholesale segment, increased $3.3 million, or 38.8%, to $11.8 million. This increase was driven by increased sales in most of the Company's international markets, notably Mexico, the United Kingdom and Spain.

Retail Segment
Total retail segment net sales were unchanged at $14.5 million in the second quarter of 2010 with same store sales, defined as stores that have been open for more than one year, increasing 0.8% at Maidenform's retail outlet stores. Internet sales were unchanged at $1.2 million in the second quarter of 2010. The retail segment operated 74 outlet stores and 1 shapewear kiosk as of the second quarter of 2010 and 75 outlet stores as of the second quarter of 2009.

Click here for more details

Maidenform Brands Inc

Must ReadView All

Courtesy: Stone Island

Apparel/Garments | On 25th Jun 2018

Stone Island has mastered ingredient branding: Braind

Italian high-end men's apparel brand Stone Island tops the list of...

Courtesy: Tecnorama

Textiles | On 25th Jun 2018

'Tecnorama automatic dyeing system offers efficiency'

Italy based Tecnorama’s fully-automatic machinery for dispensing...

Courtesy: Pantone

Textiles | On 25th Jun 2018

Pantone unveils polyester standards

Pantone, provider of professional colour standards for the design...

Interviews View All

Top executives
Fashion houses, India

With technology, it has become easier to ensure IPR

Deepak Jain

We are using Facebook and Instagram to promote ourselves

Vasanth Kumar
Max Fashion India

‘Traditional high-street retailers are now willing to offer franchisees to ...

John Kelley

Textile Events is one of the largest textile fair in the United Kingdom,...

Harsh Shah

Fynd is the central online shopping destination for fashion, offering...

Vikas Banduke

Softech Controls Private Limited (SCPL) is a part of the Cotmac Group, an...

Eric Scholler

The Indian market has huge potential in technical textiles, and by far,...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Priya Somaiya
Usha Social Services

The Usha Silai label from Usha International is all set for a retail...

Divvya and Nidhhi Gambhir

<b>Divvya and Nidhhi Gambhir</b> started their career with the launch of...

Samar Firdos
Arvind Ltd

<b>Samar Firdos</b>, Chief Manager (Design) at Lifestyle Apparel Denim...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

June 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search