Maidenform

Maidenform is an established American brand known for its bras, shapewear, and underwear, now operating as part of Hanesbrands Inc. The company traces its roots back to 1922, when Ida Rosenthal, her husband William, and Enid Bissett founded it in Bayonne, New Jersey, with a focus on designing bras that complemented the natural shape of women’s bodies. Maidenform became widely recognized for its early innovations, including the introduction of the first bust-enhancing bra in 1950, and built a strong national presence through memorable advertising campaigns in the mid-twentieth century.

A significant milestone in Maidenform’s history came in October 2013, when Hanesbrands Inc. acquired the company. This acquisition brought Maidenform into one of the largest global portfolios of innerwear brands. Since then, Maidenform’s business model has evolved considerably. As of November 2025, the brand has shifted away from operating standalone retail stores and has reduced its footprint in outlet malls. Instead, Maidenform now reaches consumers primarily through major retailers, e-commerce platforms, and international wholesale channels. This transition reflects a broader strategy to prioritize digital growth and global partnerships over new brick-and-mortar locations.

Today, Maidenform leverages the manufacturing and supply chain resources of Hanesbrands to maintain its reputation for quality and fit in the shapewear and bra categories. The brand’s products remain widely available through established retail and online partners, offering flexibility for a variety of retail environments. Maidenform’s long-standing credibility, combined with the scale and financial strength of Hanesbrands—reported at $5.5 billion in annual revenue and nearly 47,000 employees as of 2025—positions the brand as a reliable tenant and wholesale partner. Over the past five years, Maidenform’s focus on digital and wholesale expansion has allowed it to adapt to changing consumer habits and maintain a strong presence in the competitive intimate apparel market.