Maidenform Brands - Fashion Company Profile
Maidenform is the intimate apparel brand founded in 1922 by Ida Rosenthal, William Rosenthal and Enid Bissett - a maker of bras, panties and shapewear that passed to HanesBrands in 2013 and, on December 1, 2025, to Gildan Activewear with the rest of the HanesBrands portfolio.
Company Snapshot
- Status
- Operating - an intimate apparel brand selling bras, panties and shapewear, owned by Gildan Activewear since December 1, 2025
- Type
- Brand of Gildan Activewear Inc. (NYSE and TSX: GIL), which completed its acquisition of HanesBrands on December 1, 2025; HanesBrands had acquired Maidenform in 2013 for about $575 million
- Headquarters
- Montreal, Canada (Gildan Activewear, the brand's owner); the brand was founded in New York and Bayonne, New Jersey
- Founded
- 1922, by Ida Rosenthal, William Rosenthal and Enid Bissett
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Company Profile
Current products are on the Maidenform website, linked above; the shop box covers Maidenform products sold through Amazon and eBay, and this page stays in product terms throughout - bras, panties and shapewear, their construction and fit. Ownership has changed twice since the brand's independent years: HanesBrands bought Maidenform Brands, Inc. in 2013 for about $575 million, and Gildan Activewear completed its acquisition of HanesBrands on December 1, 2025, listing Maidenform among its brands. The fuller record - the 1920s bandeau redesign, the move to New Jersey, the first $1 million style and the construction timeline - is kept in full on the history page.
Distribution breadth explains why construction details matter so much in this category. A garment sold simultaneously through a department store fitting room, a warehouse club multipack and an outlet rail has to communicate size, support and fabric without a specialist present, so cup construction, strap adjustment and shaping panels carry the selling work on the product itself. The historical record presents the company as a pioneer built on first-to-market designs and advertising that raised awareness across generations, and the sections below keep that history tied to specific garments and patented construction features rather than to imagery.
Maidenform History
The earlier record for this company - its history, past brand line-ups, figures and photographs from the periods described - is kept on a separate page for historical reference.
Maidenform History & Historical Profile →Common Questions
Who owns Maidenform now?
Gildan Activewear Inc. (NYSE and TSX: GIL). Gildan completed its acquisition of HanesBrands on December 1, 2025, and Maidenform is one of the HanesBrands portfolio brands that came with it.
When was Maidenform founded?
In 1922, by Ida Rosenthal, her husband William Rosenthal and Enid Bissett, growing out of the Enid Frocks dress business in New York; manufacturing moved to Bayonne, New Jersey.
What products does Maidenform sell?
Bras, panties and shapewear, sold through department stores, national chains, mass merchants, outlet stores and its own website, under the Maidenform name and related labels such as Flexees and Lilyette.
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