10/31/12

The web declines for Frederick’s in fiscal 2012

The Internet now accounts for about 90% of all direct sales.

Mark Brohan , Research Director

It was a tough fiscal 2012 overall and online for intimate apparel retailer Frederick’s of Hollywood Inc.

For the year ended Sept. 28, Frederick’s, No. 321 in the 2012 Internet Retailer Top 500 reported:

The web accounted for 28.9% of total sales in fiscal 2012 compared with 29.8% in fiscal 2011.

Though the retailer didn’t provide any detail, Frederick’s of Hollywood redesigned its e-commerce and mobile site in fiscal 2012. Frederick’s says it put more resources into developing Harriett.com, which features private-label merchandise, and TheFindbyFredericks.com, a site that sells discount and clearance products.

For the fourth quarter Frederick’s didn’t break out web metrics but did report:

“While there is no question that executing our turnaround strategy has been challenging, we have steadily reduced operating losses and believe that we are on a path toward achieving long-term profitability,” says CEO Thomas Lynch.

Topics:

2012 earnings, Frederick's 2012 earnings, Frederick’s of Hollywood, online intimate apparel, Thomas Lynch, Top 500

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