Consumer Nation
- Longer Lines, Fuller Carts This Black Friday
- EA Sports Hopes to Pump Up Sales Through Pop-Up Locations
- Consumers Catching the Holiday Spirit
- Blue Jeans Expected to See Another Green Christmas
- Holiday Tipping: Who And How Much
- Deep Discounts Should Make It a Very Tech-y Holiday
- This Holiday Season—Little Joy For Those Hard Hit
- Victoria's Secret Hopes to Rekindle Desire for Lingerie
- Consumers Feel Guilty: JC Penney CEO
- Mixed Signals Come From Retail Sector as Holidays Draw Near
RSS FEED
MOST SHARED
- Tiger Woods Out of Hospital After Accident
- 8 Retailers that Gain During the Holidays
- Get Paid Six Figures to Wear a T-Shirt?
- Dubai Spooks Investors But May Bring Buying Opportunity
- The Good Entrepreneur Winner
- Finding the Holiday's Best Buys
- Global Selloff From Dubai Woes Shows Signs of Winding Down
- Dubai Fallout Is a Correction, Not Another Crisis: El-Erian
- Longer Lines, Fuller Carts This Black Friday
- Banks Play Down Dubai Exposure, Investors Still Wary
- U.S. Stocks Fall on Dubai Worries
- Black Friday at Best Buy
- Strategists on Dubai: Avoid 'Rash Moves' Now
- Longer Lines, Fuller Carts This Black Friday
- Dubai Stock Market Fear Has 'Legs': Dennis Gartman
- Obama's Emission Reduction Pledge Paints Future for Autos
- Is Super Bowl Halftime Act Too Old?
- Surprising Options Trades in TiVo Shares
- EA Sports Hopes to Pump Up Sales Through Pop-Up Locations
- Global Selloff From Dubai Shows Signs of Winding Down
- Dubai Stock Selloff May Bring Buying Opportunity
- Longer Lines, Fuller Carts This Black Friday
- Tiger Woods Out of Hospital After Accident
- Dubai Fallout Is a Correction, Not Another Crisis: El-Erian
- Dubai's Debt Woes Signal New Era for Creditors
- Get Paid Six Figures to Wear a T-Shirt?
- The World's Biggest Debtor Nations
- Five Tips for Buying a Foreclosed Home
Text Size 
CNBC.com
The weather may be getting colder, but sales of intimate apparel are getting hotter, Maidenform CEO Maurice Reznick told CNBC.
“Intimate apparel across almost every channel is doing extremely well. Fortunately for us, we are doing even better in the category. We’re gaining a lot of share,” Reznick said.
Maidenform [MFB
Loading...
()
] on Monday reported a quarterly profit that nearly doubling compared with last year. In August, the company raised its guidance for a second time.
The bra and panty maker sprawls a diverse market, with its product being offered in retailer stores ranging from Wal-Mart [WMT
Loading...
()
] to Nieman Marcus. Competition varies as well, with some of its strongest competitors including Hanes Brands [HBI
Loading...
()
] and Victoria's Secret, a subsidiary of Limited brands [LTD
Loading...
()
], Reznick said.
Maidenform is seeing the most strength in the middle market at stores like Kohl’s [KSS
Loading...
()
], but Reznick has even seen an increase in sales at stores like Macy’s [M
Loading...
()
] and JC Penney [JCP
Loading...
()
], where consumers have been trading down, he said.
But consumers aren’t coming back in a frenzy, and despite Reznick’s optimism about the economy and the future of intimate apparel retail, he said manufacturers of intimate apparel need to keep one thing in mind.
“The one thing that is really evident is you need to give consumers a reason to buy, and one of the biggest reasons why companies like ours are doing well, is because we are offering so much innovation,” Reznick said.
That innovation for Maidenform primarily consists of offering shapewear, or undergarments that help slim the female figure.
Shapewear is the fastest growing category in intimate apparel, and Maidenform has the largest market share in the category, Reznick said. Maidenform is optimistic in the continued growth of the category, he said.
“I’m bullish on lingerie,” said Reznick. “I’m bullish on shapewear.”
More from Consumer Nation:
- Pepsi Deal Will Rock The Energy Drink Aisle
- Absolut Breakthrough: Spirits Ads on the Grammys
- Advertisers May Need to Embrace Consumer Fear
- Retailers Try to Find the Light When Neighbors Go Dark
- The Coming Retail Real Estate Nightmare
Questions? Comments? Email us at
Data is a real-time snapshot *Data is delayed at least 15 minutes