Press Kit

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August 20, 2004

One-of-a-kind intimate apparel boutique to reveal “the underneath-it-all secrets of the Hollywood stars” featuring instant body makeover solutions, flattering lingerie in sizes small to 6X and expert advice on love, life and lingerie.

BURBANK, CA, August 20, 2004—™ is the ultimate online intimate apparel sanctuary for women who want more... more curves, more glamour, more oomph. Through her alter ego, Fifi, intimate apparel guru Amanda Dee will gently guide and encourage you to “Rendezvous with the Real You”. Like a new best friend and a fairy godmother all rolled into one, Fifi can show any woman, no matter her size, figure type or age, how to make the most of what she’s got. Offering heartfelt answers to life’s most intimate questions on love, life and lingerie, Fifi is there to personally help each step of the way as she answers every letter herself.

While other brands rely on supermodels and body-perfect starlets to convey their image,™ knows that all women are beautiful and sexy. “It’s not about numbers... size and age doesn’t matter” says Fifi. “Sexy is sexy and a goddess is a goddess.” was created in 2002 by E-Commerce master Gary Landry, who in the last decade is responsible for over $1 billion in online sales and Amanda Dee, fashion designer and intimate apparel expert with 30 years of experience in the entertainment and fashion industries.™ was designed as a safe haven for women of all ages and sizes who want to unleash their sex appeal and re-invent themselves. Soccer moms to CEO’s are discovering that romance and glamour, and maybe even a healthy dose of self-esteem, are a mere cyber click away.

Bustline too small? Having a fat day? Need to find lingerie for your body type that will knock your sweethearts’ socks off? Fifi can fix it! She effortlessly and instantly creates dramatic bustlines and slimmer figures on those bodies with too much or too little and everything in between.™ offers a scrumptious array of corsets and bras to fit sizes 32A-42G, intoxicating lingerie in sizes to 6X and a vast collection of gift items not found anywhere else. Combining extraordinary product with “celebrity class” customer service and personal attention, LoveFifi is committed to helping their customers look their best for the most special moments of their lives, be it their wedding day, an anniversary or just being in love with someone wonderful. What makes LoveFifi so different from other intimate apparel retailers? One word... Fifi. Whether through her weekly online column, her appearances on television, radio, magazines and newspapers, or her personal responses to customer letters, Fifi dishes out answers that are honest, clever, practical, occasionally even a little naughty, but always with humor and love.™, created as an endearing love letter to all women, is an online intimate apparel boutique.™ debuted in 2003 and offers sexy and sensual lingerie for women of all shapes and sizes. It is a refreshing sanctuary to enrich, enhance and even encourage the experience of being in love while appreciating oneself.

Amanda Dee, QEO

Amanda Dee, QEO No one speaks the language of corsets, bras and lingerie more fluently than Los Angeles native Amanda Dee, co-creator and QEO (Queen Executive Officer) of™, a refreshing Intimate Apparel haven to enrich, enhance and even encourage the experience of being a woman.

Amanda earned a BS in Fashion Design and has been in the fashion industry since 1970. Beginning at Lane Bryant, she started out as a stylist for big and tall clothing. In 1983, Miss Fifi, as she is now known, was lured by Frederick’s of Hollywood, following the retirement of its founder and fashion legend, Frederick Mellinger. Brought in to continue the work of and carry on the torch for the famed “King of Passion Fashion”, she served as buyer and designer for the largest part of their famous lingerie and clothing catalogue for over 20 years. In 1999, she was promoted to brand spokesperson and also served as curator of the Frederick’s of Hollywood Lingerie Museum.

For over two decades, Amanda created fashion firsts: silicone breast enhancers, camisoles with built-in bras, romantically beautiful bras in unheard of cup sizes up to FF, and figure re-shaping foundation garments and corsets. Believing that the beauty in a woman is not about size or age, Amanda was responsible for pioneering fabulous-yet-functional lingerie and foundations for plus sizes in the early 1980s. In the mid 1990s she reinvented the concept of Victorian corsetry, now so popular in the bridal industry. She modernized it for today’s woman and exploded it at Frederick’s of Hollywood, where many of her designs are still sold to this day.

Amanda, who once trained to be a stand-up comic, is as comfortable in the media as she is in her own living room. She has appeared on numerous television shows and cable networks including E! Entertainment, A&E, MSNBC, Telemundo, The View, The Queen Latifah Show, The Other Half, Sharon Osborne, CBS News and countless others. She has been featured in numerous print publications such as People, Los Angeles Times, New York Times, and Redbook. She has been quoted and interviewed by Women’s Wear Daily dozens of times. In addition, she has contributed to many articles in Allure, Marie Claire, Bride’s Magazine, and People en Español, to name a few.

In January of 2000, under the strategic direction of then-CEO of, Gary Landry, she created the Ask Amanda character, who became Frederick’s renowned fashion expert and advice columnist. It was here that she shared with thousands of her loyal online customers and fans her expertise in Love, life, and lingerie.

A few years later, Amanda and her mentor and future business partner, Gary, decided to embark on an exciting endeavor: the creation of™—where this connoisseur of love and fashion and mother of six made the transition from her Ask Amanda character to her alter ego, Fifi, and brought her to another realm. Amanda’s inspiration is all the “real” women who dominate this planet. “Listen”, she says, “there are way more women who look like me than like the 12 Supermodels in the world. All the rest of us need is a little help and I know every trick in the book!”

She is back with her innovative ideas and undeniable design talent. Her consistent drive, dedication and flare has put™ on the forefront of underfashion and first in the heart of every woman searching for a better body image and possibly even the path to her own “inner glamourpuss”.

Gary Landry, COO

Gary Landry, COO What do crotchless panties, civil engineering and Led Zeppelin all have in common? Two words: Gary Landry. From internet technology to lingerie, Gary is no stranger to taking start up companies and exploding them into profitable enterprises.

Landry’s first foray into the world of e-Business began in 1994. As Vice President of e-Business and Strategic Planning for Tech Data Corporation, he increased e-commerce revenue from $10,000 per month to an impressive $750 million per year in less than three years.

Later, Gary joined the fashion front in January 2000 with Frederick’s of Hollywood online division where he served as CEO of One of his greatest accomplishments was growing Frederick’s revenue from an estimated $3 million to an astonishing $30 million in less than three years. While there he met and became good friends with Amanda Dee, former designer and later advice columnist for In 2003, Dee and Landry partnered to create the premiere online apparel boutique,, which offers fun and sexy clothing and costumes for men and women of all sizes.

His achievements have been recognized in a wide variety of distinguished online and print publications such as Business Week,, Einstein Magazine, Red Herring Magazine, and He has also spoken at the LA Direct Marketing Association Conference and the Media Metrix Annual Conference in 2001.

Born in Lafayette, Louisiana, Gary is a southern gentleman and a brilliant wunderkind. He received a BS in Civil Engineering and a MS in Engineering Systems from the University of Louisiana at Lafayette, and an Executive MBA from the University of South Florida.

When Landry is not busy being an online marketing genius for, he enjoys whipping up culinary delights, covering his walls with colorful contemporary art, relaxing to a little Led Zeppelin and spending time with his wife, Kathryn, and two children.