In 1946, Frederick Mellinger started a small mail order company that sold lingerie. Today, his company consists of 200 stores in the US, a mail order business accounting for approximately 47% of its revenues, and distributes fifty million catalogues in a year. It all started when Mellinger returned from WWII with an idea to sell sensuous and sophisticated European styled lingerie to American women. With little success in New York, Frederick moved to Hollywood and renamed his company, Frederick's of Hollywood. His line of sexy lingerie was a big hit with the Hollywood film stars which complimented their glamorous lifestyles. With a strong understanding of women and how lingerie makes women feel beautiful, Mellinger's strategy proved to be very successful. Known to be a trend-setter, Frederick was the one who introduced the thong to American women in 1981. In 1989, Frederick opened the world's first Lingerie Museum which was a huge success. Frederick also offers lingerie innovations such as the Water Bra and the Hollywood Kiss with its 'wishbone' construction. Frederick's of Hollywood also includes dresses, sportswear, swimwear, hosiery, and accessories to name but a few. Their latest summer collection includes sexy lingerie, bras, clothing, panties, shoes, and even bridal wear. However, Frederick's of Hollywood specializes in sensual and seductive lingerie. From camisoles and cami sets to sexy robes, it offers all types of exotic, sophisticated underwear. Frederick Mellinger retired in 1984, and died in 1990. However, his company continues to create innovative lingerie items to satisfy the desire for sensual lingerie.