Lane Bryant
| Company type | Private |
|---|---|
| Industry | Retail (women's plus-size apparel and intimates) |
| Founded | 1904 |
| Founder | Lena Himmelstein |
| Headquarters | Columbus, Ohio , United States |
Area served | United States |
| Products | Women's plus-size clothing, intimates, lingerie |
| Parent | Premium Apparel LLC (affiliate of Sycamore Partners) |
| Website | www |
Lane Bryant Inc. is a prominent American retailer specializing in women's plus-size apparel and intimates. Established in 1904 by businesswoman Lena Himmelstein, the brand initially focused on maternity wear designed for working women. Today, Lane Bryant stands as the leading plus-size clothing retailer in the United States, with 448 stores spanning 46 states as of 2022. It operates independently from the Lane Bryant catalog business (Brylane, Inc.), which separated into a distinct entity in 1993.
Origins
Following the early loss of her husband, Lena Bryant, whose parents were Lithuanian Jewish immigrants, supported herself and her son by working as a dressmaker. With financial assistance of $300 from her brother-in-law, she launched a modest shop on Fifth Avenue in 1904. Due to a banking error, her surname was recorded as "Lane," a name she chose to adopt for her enterprise.
When a pregnant client requested attire that was both comfortable and stylish, Bryant created a dress featuring an elastic waistband and an accordion-pleated skirt—recognized as the first commercially available maternity garment. This design resonated with both middle-class and working women, rapidly becoming the store’s top-selling item and establishing the company’s early foothold in the market.
Initial business hurdles
After marrying Albert Malsin in 1909, he assumed management of the company, applying systematic growth strategies. Albert introduced precise engineering methods, modern cost accounting techniques, and strategic pricing models. By 1910, annual sales had climbed to $50,000. His approach emphasized specialization through producing multiple dresses simultaneously with mechanical cutting and high-speed sewing processes. Lane Bryant also began offering design patterns and providing financial support to contractors.
Despite the innovative product line, marketing faced obstacles due to societal discomfort surrounding pregnancy. Albert tackled this challenge by securing advertising space in the New York Herald in 1911, resulting in complete depletion of inventory within one day.
Prior to World War I, Bryant recognized an underserved segment: larger-sized women lacked mass-produced clothing options. After measuring 4,500 women and surveying 200,000 more, she categorized three distinct body types among fuller-figured women and developed garments tailored to each category. Sales of plus-size clothing soon outpaced maternity wear, with revenues reaching $5 million by 1923.
Catalog sales
To overcome limited media exposure, the Malsins introduced the first mail order catalog dedicated to maternity apparel, catering to customers desiring discretion. By 1917, catalog sales surpassed $1 million. By 1919, the "stout catalog" expanded to 52 pages while the "maternity catalog" grew to 76 pages.
Additional company advancements
Lena Bryant emphasized strong customer engagement and corporate social responsibility. Lane Bryant partnered with the Red Cross to provide wardrobe replacements for customers affected by disasters; after the 1947 Texas City Disaster, 58 mail order clients received new clothing.
The firm also led in offering progressive employee benefits uncommon at that time: profit-sharing plans, pensions, disability coverage, group life insurance, and health benefits. By 1950, more than 3,500 workers participated in these programs. Furthermore, a quarter of stock issued during the initial public offering was allocated for employee purchase.
Sustained Expansion of the Company
The inaugural branch retail outlet was established in Chicago in 1915. Following the passing of founder Lane Bryant in 1951, leadership transitioned to her sons. A significant acquisition occurred in 1961 when Lane Bryant purchased Town & Country, a discount department store based in Pennsylvania; however, this division was discontinued by 1977.
A pivotal change in ownership took place in May 1982 when Leslie Wexner, the founder of The Limited, acquired Lane Bryant’s operations, signaling a strategic realignment of the company’s organizational structure.
Current Status
In 1993, Brylane (currently known as Redcats) obtained licensing rights for Lane Bryant’s catalog business. Later, in 1999, retail operations were transferred to Charming Shoppes for $335 million, which broadened Lane Bryant's market reach. Charming Shoppes expanded the brand’s footprint by launching online and outlet sales channels and integrating its other brands—Fashion Bug and Catherines—under the Lane Bryant umbrella to capitalize on brand equity. By 2004, the company had opened a flagship location near Fifth Avenue in New York City, enhancing its physical retail prominence.
Charming Shoppes reclaimed catalog licensing rights in 2007. Subsequently, in June 2012, Ascena Retail Group, owner of Dressbarn, acquired Charming Shoppes for $900 million through a combination of cash and credit arrangements, thereby reinforcing its collection of plus-size apparel brands.
On July 23, 2020, Ascena Retail Group filed for Chapter 11 bankruptcy amid disruptions caused by the COVID-19 pandemic. The restructuring plan included closures of multiple stores across North America, including Ann Taylor, LOFT, Lane Bryant, Lou & Grey, among others. In December 2020, Ascena divested Lane Bryant, Ann Taylor, and associated brands to Premium Apparel LLC—an affiliate of Sycamore Partners—for $540 million as part of its financial reorganization strategy.
Brand Slogans
- What Real Women Wear (1995–2004)
- Bold. Modern. You. (2004–2010)
- Nobody fits you like Lane Bryant (2010–2012)
- #ImNoAngel, #PlusIsEqual, #ThisBody (2014–present)
Marketing and Advertising
In 2010, Lane Bryant publicly accused Fox and ABC of censoring a 30-second commercial featuring plus-size model Ashley Graham promoting the Cacique lingerie line during broadcasts of Dancing with the Stars and American Idol. The company alleged discriminatory practices since advertisements from Victoria's Secret with similarly dressed models aired without issue during those same time slots.
In March 2016, Lane Bryant claimed that ABC and NBC prohibited airing a 30-second lingerie advertisement titled "This Body," which included mild nudity and breastfeeding imagery.
Collaborations with Designers
The brand’s initial partnership with designers was announced in 2013 through a collaboration with designer Isabel Toledo and artist Ruben Toledo. This partnership produced a capsule collection for the Holiday 2013 season that featured a logo t-shirt and tote bag adorned with Ruben Toledo’s artwork. The full Spring 2014 collection debuted in March alongside a runway show held in New York City that was simultaneously streamed online.
In March 2014, Lane Bryant revealed a second collaboration with designer Sophie Theallet, who created lingerie and sleepwear pieces for the Cacique line released during Fall 2014.
See also
External links
- Articles with short description
- United States clothing retailers
- Businesses located in the Columbus, Ohio metro region
- Retailers offering mail-order services
- Retail stores in New York City
- Apparel companies founded in 1904
- Retail enterprises established in 1904
- Companies that underwent Chapter 11 bankruptcy in 2020
- Commercial properties in Manhattan
- American firms founded in 1904
- Establishments from 1904 in New York City
- Mergers and acquisitions in 1982
- Mergers and acquisitions in 2012
- Ascena Retail Group
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- Companies of the United States by year of establishment
- American companies established in 1904