Maidenform’s online sales grow 13% in Q3

Though less than 10% of retail sales, the web accounts for 20% of growth.

Stefany Zaroban

Bra and underwear retailer Maidenform Brands Inc. increased its web sales 13.3 in Q3, and the web accounted for 20% of retail segment growth, though it represents less than 10% of the company’s retail sales.

For the period ending October 1, 2011, Maidenform, No. 700 in Internet Retailer’s Second 500 Guide, posted:

Maidenform says the decrease in profit was driven by declining demand for intimate apparel, which suppressed sales and drove higher costs to promote and liquidate inventory excess.

Internet Retailer calculates that the web comprised 1.1% of total sales in the third quarter, compared with 1.0% last year.

For the first nine months:

Internet Retailer calculates that the web comprised 1.0% of total sales in the first three quarters of the year, compared with 0.9% last year.

Also this week, Maidenform hired a new president. Malcolm Robinson will oversee all domestic sales, including e-commerce, as well as marketing, design, product development and merchandising, the retailer says.

Most recently, Robinson was group president of wholesale sportswear at Phillips-Van Heusen Corp., which operates multichannel and e-commerce brands such as Calvin Klein Inc., No. 621 in Internet Retailer’s Second 500 Guide, Izod, Arrow and Kenneth Cole, No. 415 in Internet Retailer’s Top 500 Guide. From 1993 to 1999, Robinson served as executive vice president of apparel retailer Gant Corp. and from 1986 to 1992 he was executive vice president of sales, merchandising and licensing of rowing apparel retailer Regatta Sport Inc.


Arrow, Calvin Klein, Gant Corp., Izod, Kenneth Cole, Maidenform, Malcolm Robinson, Phillips-Van Heusen Corp., Q3 2011 earnings, Regatta Sport Inc., Second 500, Top 500