Maidenform was founded in 1922 in Bayonne, New Jersey by three seamstresses, Ida Rosenthal, her husband William, and the woman who owned the shop Ida worked at, Enid Bissett. In the roaring 20’s, flat chested women were popular. Ida and Enid rebelled against this idea and created dresses, as well as supporting undergarments.
Today, Maidenform manufactures sleepwear, bras, underwear, and shapewear. Hanesbrands purchased Maidenform in 2013 for $555 million. Maidenform operates as a subsidiary of Hanesbrands. The company focuses on the average sized women today, with Wonderbra and Playtex, which are also owned by Hanesbrands, taking over other sizes.
Bras account for 34 percent of all sales at Maidenform, with underwear almost 25 percent, sleepwear 22 percent, and shapewear 5.2 percent, according to Maidenform. Maidenform has also stated that this acquisition should help to lower the costs of their products.