Frederick's of Hollywood to Debut Swimwear

The multiyear deal will see the line available at Frederick's of Hollywood retail stores, catalog and website. Blue By Yoo will also distribute to department stores, specialty chains, boutique stores, intimate apparel shops and resort outlets.

"This is a natural extension for the Frederick's of Hollywood brand and caters to our existing customers' needs and lifestyles," says Thomas Lynch, Frederick's of Hollywood's chairman and chief executive officer. "Swimwear was one of the first markets we wanted to enter with our new licensing initiative. We believe the potential for a swimwear line under the Frederick's of Hollywood name is significant, and partnering with Blue By Yoo offers us considerable market experience and a distribution network that extends beyond our own stores and catalog."