Frederick's of Hollywood Partners with Demandware for eCommerce

Lingerie Legend Selects Demandware's On-demand Platform for
Performance and Site Stability
WOBURN, Mass.--(Business Wire)--
Demandware, developer of the only enterprise-class, on-demand
eCommerce platform, today announced that apparel retailer Frederick's
of Hollywood, a subsidiary of Frederick's of Hollywood Group Inc.
(AMEX: FOH), has selected the Demandware eCommerce Platform for its
online business needs. By implementing the Demandware platform,
Frederick's will have a stable, reliable eCommerce platform that
provides leading merchandising functionality and complete site
control, without having to incur unnecessary hardware, IT and staffing
expenses.

As the U.S. women's lingerie market has become increasingly
competitive with traditional apparel manufacturers launching their own
lingerie lines, Frederick's needed a way to grow its online sales
while maintaining the flexibility to make site changes as market
requirements dictate. Demandware's flexible on-demand platform is
capable of scaling to Frederick's business needs, while enabling the
retailer to have full control over its brand and online shopping
experience, product merchandising and day-to-day site management.
Known for regular online promotions, Frederick's marketers and
merchandisers will be able to quickly add new promotions online using
Demandware's powerful rules-based promotions engine. Because the
Demandware eCommerce Platform is delivered on-demand, Frederick's will
also receive automatic upgrades that will keep the retailer at the
forefront of ecommerce innovation.

"As we look to grow our online business and differentiate
ourselves from the competition, we selected Demandware because we knew
we required a stable solution that is capable of scaling to our
business needs," said Linda LoRe, Frederick's of Hollywood President &
CEO.

"Frederick's of Hollywood is a legendary brand and we're delighted
that the company has chosen Demandware for its eCommerce platform,"
said Stephan Schambach, founder and chairman of Demandware. "With
Demandware, Frederick's will get the best of both worlds - a platform
that is kept current with eCommerce best practices and the ability to
differentiate with customized functionality, enabling Frederick's to
stay ahead of the pack."

About Frederick's of Hollywood

Frederick's of Hollywood has been recognized as one of the world's
most well known brands, with more than 130 specialty retail stores
nationwide, a world-famous catalog and online shop at
www.fredericks.com. By keeping an eye toward modern Hollywood as well
as its own legendary history, Frederick's of Hollywood creates
innovative, alluring lingerie that is coveted by its customers and
celebrities alike. With its exclusive product offerings including
Seduction by Frederick's of Hollywood, and the Hollywood Exxtreme
Cleavage bra, Frederick's of Hollywood is the Original Sex Symbol(TM).

About Demandware, Inc.

Demandware drives the success of high-growth brands with the only
enterprise-class On-Demand eCommerce Platform that empowers
merchandising and marketing talent with total control over the
shopping experience and continuous competitive differentiation.
Leading brands such as Bare Escentuals, Barneys New York, House of
Fraser, Sally Beauty Supply and Timberland leverage Demandware's
enterprise class ecommerce functionality and automatic upgrades to
help achieve higher conversion rates, increase average order size, and
improve customer retention. Demandware is the only on-demand ecommerce
solution that enables the rapid rollout of new sites, provides
ubiquitous access to business and technical users, and is backed by a
patented grid computing architecture that delivers capacity as needed
for performance and reliability that exceeds industry standards. For
more information about Demandware, visit www.demandware.com, call
888-553-9216 or email info@demandware.com.

fama PR
Keri Bertolino, 617-758-4148
Demandware@famapr.com

Copyright Business Wire 2008