View source for Lane Bryant

{{for|the company's founder, Lena Himmelstein Bryant (1879–1951)|Lena Himmelstein}}
{{Short description|American plus-size clothing retailer}}{{Use mdy dates|date=January 2024}} {{Use American English|date=January 2024}}
{{Infobox company
| name = Lane Bryant Inc.
| logo = Lane Bryant logo (2014-present).png
| logo_size = 200px
| type = [[Subsidiary]]
| slogan = 
| foundation = {{start date and age|1904}}
| founder = [[Lena Himmelstein]]
| location_city = [[New Albany, Ohio]]
| location_country = United States
| locations = 424 stores
| industry = Retail
| num_employees = 
| products = Apparel, intimates and athleisure
| parent = [[L Brands|The Limited]] (1982–1999)<br />[[Charming Shoppes]]<br />(2001-2012)<br />[[Ascena Retail Group]]<br />(2012–2020)<br />Premium Apparel LLC<br />(affiliate of<br />[[Sycamore Partners]])<br />(2021-Present)
| subsid = 
| homepage = {{url|www.lanebryant.com}}
| footnotes = 
| revenue = 
}}

'''Lane Bryant Inc.''' is an American women's apparel and intimates specialty retailer focusing on [[plus-size clothing]]. The company began in 1904 with [[Maternity clothing|maternity]] designs created by [[Lena Himmelstein|Lena Himmelstein Bryant Malsin]].<ref name="lena">{{cite web |url=http://www.jewishvirtuallibrary.org/jsource/biography/Bryant.html |title=Lane Bryant |publisher=Jewish Virtual Library |access-date=2013-02-23}}</ref> Lane Bryant, Inc., is the largest plus-size retailer in the United States. As of 2022, the chain consists of 448 stores in 46 U.S. states (only [[Alaska]], [[Hawaii]], [[Montana]] and [[Wyoming]] do not have Lane Bryant stores).<ref name="stores">{{cite web |url=http://www.forlocations.com/all-lanebryant-locations |title=All Lane Bryant Locations |publisher=Forlocations.com |access-date=2013-02-23}}</ref> Lane Bryant, Inc. is not affiliated with Lane Bryant catalog (Brylane, Inc.), which was spun off as a separate business in 1993.<ref>{{Cite web |title=History of Lane Bryant, Inc. – FundingUniverse |url=http://www.fundinguniverse.com/company-histories/lane-bryant-inc-history/ |access-date=2020-12-05 |website=fundinguniverse.com}}</ref>

==Beginning==
Widowed at an early age, and the orphaned daughter of [[Lithuanian Jewish]] refugees, Lena Bryant supported herself and her young son as a [[dressmaker]]. Borrowing $300 from her brother-in-law, Bryant went to the bank to open an account. The bank officer misspelled her name on the application as ''Lane'' instead of ''Lena''. In 1904, she rented a small storefront on [[Fifth Avenue]] with living quarters in the back for $12.50 a month. There she hung her garments from the gas fixtures and opened the doors.<ref name="lena" />

Asked by one of her [[pregnancy|pregnant]] customers to design something "presentable but comfortable" to wear in public, Bryant created a dress with an [[stretch fabric|elasticized waistband]] and [[pleat#Types|accordion-pleated]] [[skirt]]. This would become the first known commercially made [[maternity wear|maternity dress]]. This dress was welcomed not only by [[middle class|middle-class women]], but also by [[working mother|poorer pregnant women]] who had to work. The maternity dress soon became the best-selling garment in Bryant's shop.<ref name="lena" />

==Early company challenges==
When Bryant married Albert Malsin in 1909, he took charge of the business. He systematically began to develop and expand it. Albert instituted [[engineering]] exactness, and modern [[cost accounting]] and [[pricing]]. Sales had reached $50,000 a year by 1910 ({{Inflation|US|50000|1910|fmt=eq|r=-5}}). Albert was determined to steer the operation towards specialization. To produce in quantity and at lower cost he began to have dozens of dresses mechanically cut at once and employed high-speed sewing methods. Lane Bryant began supplying design pattern materials and financing for contractors.

Though Bryant came up with an innovative and commercially viable product, she had trouble [[marketing|getting the word out]]: Tradition dictated that topics like [[pregnancy]] were not discussed in the press. Her husband took on this challenge by convincing the ''[[New York Herald]]'' to accept [[advertising]] for their venture in 1911. When the paper did, the shop's entire stock sold out the next day.<ref name="lena" />

Bryant saw another need just before [[World War I]]. Before then, there were no mass manufacturers of clothing in larger sizes for women. After measuring 4,500 of her own customers, as well as gathering information from about 200,000 other women, it was obvious that a new challenge had to be met. Bryant determined three types of stout women and designed clothing to fit each. Plus-sized clothing quickly eclipsed the maternity line, and by 1923, company sales reached $5 million (equivalent to ${{Inflation|US|5|1923}}&nbsp;million in {{Inflation/year|US}}).<ref name="lena" />

==Mail order catalog==
To bypass exclusion from the newspapers, the Malsins created the first mail order catalog for maternity wear. The [[mail order]] business was developed for the women preferring privacy about their "condition". By 1917, revenues from the catalog alone exceeded one million dollars (equivalent to ${{Inflation|US|1|1917}}&nbsp;million in {{Inflation/year|US}}). By 1919, their "stout catalog" had 52 pages and the "maternity catalog" had 76 pages.<ref name="lena" />

==Other company innovations==
Lena Bryant was a pioneer in other ways. Her customers were important to her, and customer relations and corporate philanthropy were high on her list. At her suggestion, Lane Bryant, Inc. worked with the [[International Red Cross and Red Crescent Movement|Red Cross]] to replace any Lane Bryant customer's wardrobe destroyed in a disaster. After the 1947 [[Texas City Disaster]] in [[Texas City, Texas]], the company outfitted 58 mail order customers whose homes were destroyed in the resulting fire.<ref name="lena" />

Another concern was [[employee benefit]]s. At a time when few companies offered anything more than [[wage]], Lane Bryant offered [[profit sharing]], [[pension]], [[disability insurance]], group [[life insurance]] plans, and [[health insurance|medical benefits]]. By 1950, more than 3,500 employees participated in these pioneering concepts. Twenty-five percent of the stock issued when the company went public was reserved for employee subscription.<ref name="lena" />

==Continued company growth==

[[File:1954 Lane Bryant catalog.jpg|thumb|A page from the Lane Bryant Spring/Summer 1954 catalog]]

In 1915, the first branch retail store opened in Chicago. After her death in 1951, Bryant's sons took over the business. In 1961, Lane Bryant acquired Town & Country, a Pennsylvania-based discount department store.<ref>{{cite news |url=https://www.proquest.com/docview/132668044 |title=Lane Bryant, Inc., Acquires Town & Country Distributors |access-date=2017-07-06 |archive-date=2016-03-07 |archive-url=https://web.archive.org/web/20160307061421/http://pqasb.pqarchiver.com/djreprints/doc/132668044.html?FMT=ABS&FMTS=ABS:AI&type=historic&date=Sep%2013,%201961&author=&pub=Wall%20Street%20Journal&edition=&startpage=&desc=Lane%20Bryant,%20Inc.,%20Acquires%20Town%20&%20Country%20Distributors |id={{ProQuest|132668044}} |url-status=live }}</ref> The Town & Country division was eliminated in 1977.<ref>{{cite web |url=https://books.google.com/books?id=26kiAQAAMAAJ&q=%22town+ |title=Stock Market Encyclopedia |date=9 April 1977 |access-date=9 April 2018 |via=Google Books}}</ref>

The Lane Bryant operations were purchased in May 1982 by [[The Limited]] founder [[Leslie Wexner]].

==Today==
The catalog operations were licensed to Brylane (now [[Redcats]]) in 1993. The retail operations were sold to [[Charming Shoppes]], another owner of plus-size clothing stores, in 1999 for $335 million (equivalent to ${{Inflation|US|335|1999}}&nbsp;million in {{Inflation/year|US}}).<ref name="fundinguniverse1">{{cite web |url=http://www.fundinguniverse.com/company-histories/Lane-Bryant-Inc-Company-History.html |title=History of Lane Bryant, Inc. – FundingUniverse |publisher=Fundinguniverse.com |access-date=2013-02-23}}</ref> Charming has since expanded the chain and introduced online and outlet sales. Lane Bryant's "sisters" include [[Fashion Bug]] and Catherines. In order to trade on the well-known Lane Bryant brand, Charming folded all of its store sites into the Lane Bryant domain; ''fashionbug.com'' and ''catherines.com'' redirect to ''fashionbug.lanebryant.com'' and ''catherines.lanebryant.com'' respectively. Today, Lane Bryant is a large retail chain, present in many shopping centers across the United States. In 2004, Lane Bryant opened a flagship store in New York near Fifth Avenue.<ref name="fundinguniverse1"/> Charming Shoppes regained the license for the catalog operations in late October 2007. In June 2012, Ascena Retail Group, parent company of [[Dressbarn]], purchased Charming Shoppes with a $900 million transaction through a combination of cash on hand and $325 million of borrowings from credit facilities. 
<ref name=pbj2may>{{Citation |author=Staff |publication-date=May 2, 2012 |access-date=May 27, 2012 |title=Charming Shoppes to be sold for $890M |periodical=[[Philadelphia Business Journal]] |edition=Morning |url=http://www.bizjournals.com/philadelphia/morning_roundup/2012/05/charming-shoppes-to-be-sold-for-890m.html}}</ref><ref name=pressrel2May>{{Citation |editor1=James Palczynski |editor2=Gayle M Coolick |editor3=James McCusker |publication-date=May 2, 2012 |title=Ascena Retail Group, Inc. Reaches Agreement to Acquire Charming Shoppes, Inc. |type=press release |access-date=May 27, 2012 |url=http://phx.corporate-ir.net/phoenix.zhtml?c=106124&p=irol-newsArticle&ID=1690188}}</ref><ref>{{cite web |url=http://www.businesswire.com/news/home/20120615005384/en/Ascena-Retail-Group-Completes-Acquisition-Charming-Shoppes |title=Ascena Retail Group, Inc. Completes Acquisition of Charming Shoppes, Inc. |access-date=9 April 2018}}</ref>

On July 23, 2020, the parent company of Lane Bryant and Ann Taylor filed for Chapter 11 bankruptcy, citing the COVID-19 pandemic and subsequent shutdowns as having “severely disrupted” its financial foundation. Stores with locations to be closed included Ann Taylor, LOFT, Lane Bryant and Lou & Grey stores, including all stores across brands in Canada, Puerto Rico and Mexico, as well as all Catherine Stores and a “significant number” of Justice stores.<ref>{{Cite web |title=Owner of Ann Taylor, Lane Bryant files for bankruptcy and will close some stores |url=https://thehill.com/policy/finance/508655-owner-of-ann-taylor-lane-bryant-files-for-bankruptcy-and-will-close-some |website=[[The Hill (newspaper)|The Hill]] |language=en |access-date=2020-07-23}}</ref> In December of the same year, [[Ascena Retail Group]] sold Lane Bryant, Ann Taylor and their related brands to Premium Apparel LLC, an affiliate of [[Sycamore Partners]], for $540 million.<ref>{{Cite web |title=Done Deal: Ascena Retail sells Ann Taylor, other brands to Sycamore |url=https://chainstoreage.com/done-deal-ascena-retail-sells-ann-taylor-other-brands-sycamore |website=chainstoreage.com |language=en |access-date=2021-03-04}}</ref>

==Slogans==
[[File:Lanebryanantlgoog.png|thumb|250px|Old Lane Bryant logo (1980s–2014)]]
* What Real Women Wear (1995–2004)
* Bold. Modern. You. (2004–2010)
* Nobody fits you like Lane Bryant (2010–2012)
* <nowiki>#</nowiki>ImNoAngel, #PlusIsEqual, #ThisBody (2014–present)

==Advertising==
In 2010, Lane Bryant accused [[Fox Broadcasting Company|Fox]] and [[American Broadcasting Company|ABC]] of censoring their 30-second ad spot during commercial breaks for ''[[Dancing with the Stars]]'' and ''[[American Idol]]''. The ads featured plus-sized model [[Ashley Graham (model)|Ashley Graham]] in their Cacique line of lingerie. Lane Bryant accused the networks of discrimination because they had no problem airing [[Victoria's Secret]] advertisements, with similarly clad models, in the same time slots.<ref>{{cite news |url=https://www.cbsnews.com/news/lingerie-ads-nixed-due-to-plus-sized-model/ |title=Lingerie Ads Nixed Due to Plus-Sized Model? |publisher=CBS |date=April 24, 2010}}</ref><ref>{{cite web |url=http://www.salon.com/2010/04/21/lane_bryant_lingerie/ |date=April 21, 2010 |title=Lane Bryant's curvy models censored? |author=Tracy Clark-Flory |work=[[Salon (website)|Salon]] |archive-url=https://web.archive.org/web/20170812020947/http://www.salon.com/2010/04/21/lane_bryant_lingerie/ |archive-date=2017-08-12}}</ref>

In March 2016, Lane Bryant accused [[American Broadcasting Company|ABC]] and [[National Broadcasting Company|NBC]] of banning a 30-second lingerie ad featuring the tagline "This Body", which depicted mild nudity and [[breastfeeding]].<ref>{{cite news |url=http://www.cbsnews.com/news/lane-bryant-underwear-ad-too-racy-nbc-abc/ |title=Lane Bryant underwear ad deemed too racy for NBC, ABC |publisher=CBS |date=March 11, 2016}}</ref>

==Designer collaborations==
In the 1968 Catalog, Schiaparelli signed, imported hand rolled silk scarves sold  for $6.00 USD each.

In 2013, Lane Bryant announced its first designer collaboration with designer [[Isabel Toledo]] and artist [[Ruben Toledo]].<ref name="nymagtoledo">{{cite web |last=Cowles |first=Charlotte |title=Isabel and Ruben Toledo Partner With Lane Bryant |url=http://nymag.com/thecut/2013/10/isabel-and-ruben-toledo-partner-with-lane-bryant.html |work=New York |access-date=18 March 2014 |date=8 October 2013}}</ref><ref name="instyletoledo">{{cite web |last=Glein |first=Kelsey |title=Lane Bryant Announces First-Ever Designer Collaboration With Isabel And Ruben Toledo |url=http://www.instyle.com/news/lane-bryant-announces-first-ever-designer-collaboration-isabel-and-ruben-toledo |work=instyle.com |access-date=18 March 2014 |date=8 October 2013 |archive-url=https://web.archive.org/web/20170811060647/http://www.instyle.com/news/lane-bryant-announces-first-ever-designer-collaboration-isabel-and-ruben-toledo |archive-date=2017-08-11}}</ref><ref name="edgelltoledo">{{cite web |title=Lane Bryant Partners With Isabel and Ruben Toledo for First Designer Collection |url=http://apparel.edgl.com/news/Lane-Bryant-Partners-With-Isabel-and-Ruben-Toledo-for-First-Designer-Collection88957 |work=apparel.edgl.com/ |access-date=18 March 2014}}</ref> For Holiday 2013(December 2013), the duo produced a capsule collection with a logo tee and a tote bag featuring Ruben's sketches.<ref name="nymagtoledo" /><ref name="instyletoledo" /><ref name="edgelltoledo" /> In March 2014, their first full collection for Spring 2014 was launched.<ref>{{cite web |last=Sonenshein |first=Julia |title=Stunning Isabel Toledo x Lane Bryant Collection Should Help Convince The World That Plus Size Women Like Clothing, Too |url=http://www.thegloss.com/fashion/lane-bryant-isabel-toledo-beautiful-plus-size-clothes/ |work=thegloss.com |archive-url=https://web.archive.org/web/20170811013334/http://www.thegloss.com/fashion/lane-bryant-isabel-toledo-beautiful-plus-size-clothes/ |access-date=18 March 2014 |archive-date=2017-08-11}}</ref> On March 20, 2014, a runway presentation was held in New York City, which was simulcast live online.<ref name="insidecurvefashionshowspring14">{{cite web |title=Join Us For The Isabel Toledo Fashion Show! |url=http://insidecurve.lanebryant.com/join-us-isabel-toledo-fashion-show/ |work=insidecurve.lanebryant.com |archive-url=https://web.archive.org/web/20140330060933/http://insidecurve.lanebryant.com/join-us-isabel-toledo-fashion-show/ |access-date=18 March 2014 |archive-date=2014-03-30}}</ref><ref>{{cite web |title=High Fashion for Women of All Shapes and Sizes |url=http://www.style.com/stylefile/2014/03/high-fashion-women-shapes-sizes/ |work=style.com |access-date=26 March 2014 |date=21 March 2014 |archive-url=https://web.archive.org/web/20140324025741/http://www.style.com/stylefile/2014/03/high-fashion-women-shapes-sizes/ |archive-date=2014-03-24}}</ref>

In March 2014, Lane Bryant announced their second designer collaboration with [[Sophie Theallet]].<ref name=fashionistatheallet>{{cite web |last=McCall |first=Tyler |title=Sophie Theallet to Design Lingerie for Lane Bryant |url=http://fashionista.com/2014/03/lane-bryant-sophie-theallet/ |publisher=fashionista.com |access-date=18 March 2014}}</ref> Theallet produced lingerie and sleepwear for Lane Bryant's lingerie brand Cacique, which was released in Fall 2014 (September 2014).<ref name=fashionistatheallet/>

==See also==
* [[Lane Bryant shooting]]

==References==
{{Reflist}}

==External links==
* [http://www.lanebryant.com/ Official website]

{{L Brands}}
{{Ascena Retail Group}}

[[Category:Clothing retailers of the United States]]
[[Category:Companies based in the Columbus, Ohio metropolitan area]]
[[Category:Mail-order retailers]]
[[Category:Shops in New York City]]
[[Category:Clothing companies established in 1904]]
[[Category:Retail companies established in 1904]]
[[Category:Companies that filed for Chapter 11 bankruptcy in 2020]]
[[Category:Commercial buildings in Manhattan]]
[[Category:American companies established in 1904]]
[[Category:1904 establishments in New York City]]
[[Category:1982 mergers and acquisitions]]
[[Category:2012 mergers and acquisitions]]
[[Category:2020 mergers and acquisitions]]
[[Category:Ascena Retail Group]]