For well over a decade, Lily of France® has targeted the contemporary woman who seeks updated styling, exciting and varied color assortment and trendy coordinates. Stimulating the market with newness has always been the company’s strength and is why the Lily of France label has become synonymous with fashion-forward merchandise. Hover over the pink dots on the timeline to view information about that period in our company history.
Madame Irene brought to New York the corsetry secrets of France.
The firm was in its own eight story building at 518 Fifth Avenue. Its name was changed to Lily of France.
Bestform acquires Lily of France.
Jack Cassidy joined Lily of France. Consumer research resulted in introduction of revolutionary “style 1803” – the legendary “John Kloss” bra. It positioned Lily of France as the top contemporary resource in the industry.
Created extensive line of fashion colors in foundations under “Glossies” label.
Development of the Sports Bra for department/chain, another successful pioneering effort.
Revitalizing of the Glossies line.
Relaunch of Lily of France with the Xbra.
Berkshire Hathaway – Fruit of the Loom acquires Lily of France