Interview with Dana Walczuk, Shirley of Hollywood

The Early Days of Shirley of Hollywood Lingerie

How did Shirley of Hollywood start up? Can you give me a bit of background about the company? It's family-owned, correct?

My father, Roy Schlobohm, always loved--and still loves--the idea of women beautifully clothed in sexy lingerie. His father, Herman Schlobohm, had bought the company name Shirley of Hollywood from one of his customers that was retiring from the business. My grandfather, father and uncle, Jon Schlobohm, were in the business of supplying all of the components necessary to make bras, corsets and garters, so the leap to making sexy lingerie was not that far off.

Since my father had the passion for lingerie he pioneered the company while his partners (my grandfather and uncle) were completely supportive. Roy started making sexy lingerie under the name of Shirley of Hollywood. He also wanted to make sure that the small independent retailer had the opportunity to sell lingerie so he created the business to service the small store.

There was not a minimum purchase and that philosophy still holds true today. At the present time, my father still runs the company while my uncle is going to retire at the end of this year. Two of my uncle's sons--Ron and Eric Schlobohm--have been working at Shirley's for over 18 years. My brother, Kirk Schlobohm has also worked at Shirley's for over 15 years.

A Day in the Life is Rewarding in Lingerie Design

What is your job title? What's a day on the job like for you?

I am the Design Director for all of the lines that Shirley of Hollywood carries--our flagship Shirley of Hollywood brand; our racier line, Risque; our plus size line, Intimate Attitudes; our Halloween costumes; the Sassi line for young ladies, HOT Lingerie & Stockings; and our Gyz line of menswear.

A day on the job for me is always exciting and rewarding. We have two very talented designers, Susan Rome-Turpin and Raquel Messler--who create the most beautiful and sexy lingerie. I work with the designers to choose fabrics and trims, and then we decide upon the styles to put into our next collections.

Getting the Product Out There

You guys don't sell to the general public, correct? Tell me about the boutiques you sell your product in, the home parties, etc. How do you spread the word--and the product?

Our customers hear about us from our fabulous sales representatives, via buzz building partnerships (such as the Pussycat Dolls recording group taking Shirley's Sexy Satin Bustier on tour with them) and through promotions and publicity. We have the best sales force in the country who share my father's philosophy about how service is the most important part of our business. They can also go to our site—Shirley of Hollywood--for a sneak peek at our lines. There, they can also find a store near them, or visit a number of quality retailers who sell Shirley, including Pampered Passions and Henry and June, among others.

We choose not to compete with our own customers. We are strictly a wholesale only company. We specialize in selling to the independent retailer. Our small storeowners sell many different products that relate to romance and they depend on us to supply stylish, sexy lingerie as well as other lingerie based accessories.

What’s Coming Next in this Sexy Lingerie Line?

What new trends in sexy lingerie are on the horizon? Are there any certain styles or colors to be on the lookout for?

Corsets were strong back in my grandfather's day and they are even stronger now. We have a wide array of corsets and bustiers that are boudoir sexy or corsets that can be worn out on the town.

Waist cinchers are another exciting trend that can also be used as a "layer" piece to dress up an ordinary outfit. For Spring 2007, Shirley of Hollywood is going big into purple and the many different shades of this hot hue. Purple is popping on the red carpet, and will continue to be the hot new color for 2007.

Some other exciting offerings that Shirley of Hollywood will be featuring this coming Spring '07 include: beautiful cross-dye, two-tone laces; small delicate floral embroideries; and leopard animal prints in bright and vivid colors.

Why Shirley of Hollywood Stands Out

Would you say your line is more "naughty" or "nice"?

Shirley of Hollywood has always prided itself on offering something for everyone. We have an assortment of beautiful and elegant lingerie while at the same time offering the more adventurous woman something to excite her as well. We also offer a wide array of style for the plus size woman.

What makes Shirley of Hollywood stand out against the competition?

Our lines stand above the competition because of our designs, fit, quality and of course, SERVICE. Shirley of Hollywood handpicks its own fine fabrics and designs each garment using live models to meet the company's unique, high-end specifications for fit and comfort.

Each year, Shirley of Hollywood offers more than 600 styles of wonderfully sexy lingerie in nearly 6,000 varieties of size and color featuring more than 200 varieties of laces and trims, each specially picked to add just the right finishing touch. We maintain the inventory for the small stores and we ship out their orders in a 48- hour period. We appreciate the small store owner as much as we do the multi-chain store owner. We truly value their business, no matter the size of the orders.

Festivities in Lace and Mesh

Finally, tell me about your holiday lingerie. Do you have big plans for Christmas or Valentine's Day lingerie?

Our holiday lingerie is true to the Hollywood theme--glamorous! We are offering groups in plush and supple velvets lavishly trimmed in rhinestones, gorgeous silks and laces, elegant two-tone lace and charmeuse, sexy Venice and stretch mesh pieces plus a complete line of adorable Christmas pieces.

We have many cute "Santa Helper's" pieces that Santa will not be able to resist. Plus we are offering sexy his/her gift sets.

Our Valentine's Day lingerie offerings are extensive with heart inspired laces, bustiers, bras, garter belts, bath products. And most of our holiday and Valentine's Day offerings are available in plus sizes, as well.