Maidenform Lingerie Brand
October 31, 2008
Maidenform lingerie was founded in 1922 by Ida Rosenthal, her husband William Rosenthal, and Enid Bisset. Ida Rosenthal was born Ida Kaganovich in Russia. She immigrated to the United States with her husband, William Rosenthal, who Americanized her. This was in 1907. Enid Bisset was a known entrepreneur in the United States so a perfect team was inevitably forged amongst the three of them.
In 1921, the three of them put up a company registered under the name Maiden Form. The first plant was opened in 1925 in Bayonne, New Jersey. Their main product was brassieres. Maidenform is one of the American companies that survived the Great Depression of the 1930’s. Later on, their product portfolio expanded to include lingerie and swimwear.
How was the Maidenform bra different from all the others? How did it separate itself from the rest of the competition? The Maidenform bra differentiated itself by using cups that supported and conformed to the shape of the breasts instead of cups that flattened the breasts. This product differentiation made a mark on the American consumer and they had a solid following from then on.
Enid Bisset retired from the company later on. Ida and her husband continued to run the company and were very successful. Maidenform was the first company in America to sell maternity bras. William was the one who invented the custom cup sizes for these pregnant women.
During the 1940’s, Maidenform was a very well known brand. Their ads featured underwear models with a slogan, “I dreamed in a Maidenform Bra”. This advertisement featured the model in a public place wearing only her Maidenform lingerie. It was a bold move but a successful one on their part. Maidenform was one of the companies that paved the way for intimate lingerie. They were among the first companies to push the limits of advertising.
William died in 1952 and Ida became the president of the company. In 1973, Ida died of Pneumonia. Her son in law took over, Dr. Joseph Coleman. When Coleman died in 1968, Ida’s daughter Beatrice Rosenthal Coleman took over the company.
Maidenform bras and lingerie still have the quality and innovative product design today. They have a diversified product portfolio which includes shape wear, sport wear, and outer wear as well. Their bras fall under several categories including the demi cup, soft cup, push up, underwire, strapless, maternity, teen, and sports bras, among others.
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