™ Our Story The Story of SPANX: Company Timeline 1998: Bright Idea • Sara cut the feet out of her pantyhose to look smashing in her cream-colored pants. • Sara is awarded the patent for Footless Body-Shaping Pantyhose and begins to develop her first product. 2000: In Production Sara convinces a mill to manufacture her “crazy idea,” and SPANX Footless Body-Shaping Pantyhose are born! 2000: Hello Fame! Oprah Winfrey discovers SPANX Footless Body-Shaping Pantyhose and places them on the coveted “Oprah’s Favorite Things” list for 2000. 2002: More Everything! • With a staff of six, Sara and her design team invent Power Panties ® , the first legband-free, tummy-minimizing mid-thigh hosiery shaper. • Mama SPANX Maternity Pantyhose are born. 2002: Score! Sara hires Laurie Ann Goldman to be the CEO of Spanx, and the Spanx team grows to11by the end of 2002. 2004: Famous Friends • Spanx launches Bod-a-Bing!, a collection of slimming apparel. • Women everywhere are singing, “Bra-llelujah! ® ” in celebration of the first all-hosiery comfort bra! • Gwyneth Paltrow told USA Today that she wore two pairs of SPANX to slim down after giving birth to her daughter Apple.This kicked off a string of celebrity endorsements, including Oprah, Jessica Alba, Tyra Banks, Julia Roberts, and more! 2001: Movin’ On Up… • Spanx moves from the back of Sara’s apartment to an office in Decatur, GA. • Sara invents Control-Top Fishnets and coins the phrase “No more grid butt!” 2003: Rollin’, rollin’, rollin’… • Spanx moves its offices to Buckhead in Atlanta GA. • Spanx takes its same great body-shaping down to the toes with the addition of All The Way Full-Length Pantyhose. 2002: Honors • Sara is named “Entrepreneur of the Year for the Southeast Region” by Ernst & Young. • Spanx launches Reversible Tight-End Tights ® . 2003: And Growin’, Growin’, Growin’… • Spanx grows into a team of 18. • Cheerio! Spanx launches in the UK. 2000: Sara Makes a Sale • After giving her own personal before & after demonstration, Neiman Marcus agrees to test SPANX in several stores and she places her first major order! • Expanding! Spanx expands distribution to Nordstrom, Saks Fifth Avenue, Bloomingdale’s, and other major high-end department stores. 2004: Nothing Too Trivial! • Spanx appeared as the answer to the Trivial Pursuit question, “What company invented control top fishnets and coined the phrase ‘No more grid butt’?” • Tummies thank SPANX for Higher Power ® , a high-waisted version of the coveted Power Panties.
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™
Our Story
The Story of SPANX: Company Timeline
1998: Bright Idea
• Saracutthefeetoutofherpantyhoseto
looksmashinginhercream-coloredpants.
• SaraisawardedthepatentforFootless
Body-ShapingPantyhoseandbeginsto
developherfirstproduct.
2000: In Production
Saraconvincesamilltomanufacture
her“crazyidea,”andSPANXFootless
Body-ShapingPantyhoseareborn!
2000: Hello Fame!
OprahWinfreydiscoversSPANXFootless
Body-ShapingPantyhoseandplaces
themonthecoveted“Oprah’sFavorite
Things”listfor2000.
2002: More Everything!
• Withastaffofsix,Saraandherdesign
teaminventPowerPanties®,thefirst
legband-free,tummy-minimizing
mid-thighhosieryshaper.
• MamaSPANXMaternityPantyhose
areborn.
2002: Score!
SarahiresLaurieAnnGoldman
tobetheCEOofSpanx,
andtheSpanxteamgrows
to11bytheendof2002.
2004: Famous Friends
• SpanxlaunchesBod-a-Bing!,
acollectionofslimmingapparel.
• Womeneverywherearesinging,
“Bra-llelujah!®”incelebrationofthe
firstall-hosierycomfortbra!
• GwynethPaltrowtoldUSATodaythat
sheworetwopairsofSPANXtoslim
downaftergivingbirthtoherdaughter
Apple.Thiskickedoffastringof
celebrityendorsements,including
Oprah,JessicaAlba,TyraBanks,Julia
Roberts,andmore!
2001: Movin’ On Up…
• Spanxmovesfrom
thebackofSara’s
apartmenttoanoffice
inDecatur,GA.
• SarainventsControl-Top
Fishnetsandcoinsthe
phrase“Nomoregridbutt!”
2003: Rollin’, rollin’, rollin’…
• Spanxmovesitsoffices
toBuckheadinAtlantaGA.
• Spanxtakesitssamegreat
body-shapingdownto
thetoeswiththeaddition
ofAllTheWay
Full-LengthPantyhose.
2002: Honors
• Saraisnamed“Entrepreneur
oftheYearfortheSoutheast
Region”byErnst&Young.
• SpanxlaunchesReversible
Tight-EndTights®.
2003: And Growin’, Growin’, Growin’…
• Spanxgrowsintoateamof18.
• Cheerio!SpanxlaunchesintheUK.
2000: Sara Makes a Sale
• Aftergivingherownpersonalbefore
&afterdemonstration,NeimanMarcus
agreestotestSPANXinseveralstores
andsheplacesherfirstmajororder!
• �Expanding!Spanxexpandsdistribution
toNordstrom,SaksFifthAvenue,
Bloomingdale’s,andothermajor
high-enddepartmentstores.
2004: Nothing Too Trivial!
• Spanxappearedastheanswertothe
TrivialPursuitquestion,“Whatcompany
inventedcontroltopfishnetsand
coinedthephrase‘Nomoregridbutt’?”
• TummiesthankSPANXforHigherPower®,
ahigh-waistedversionofthecoveted
PowerPanties.
2011: Get In On The Action!
• Spanxlaunches
anactivecollectionwith
innovativefeatureslikea
built-inbagel-buster!TM
• Spanxhasmorethan
110employees.
• ThefirsteverSPANXshop
launchesatNYC’s
59thStreetBloomingdale’s!
2005: Spanx Gets “Intimate”
• Spanxaddsintimatestothe
SPANXlinewithHide&Sleek®
andSlimCognito®.
• Spanx,Inc.earnstheAdvertisingAge
“Marketing50”honor.
2006: Give a Damn
SaraBlakelyandSirRichard
Bransonthrowthe“GiveaDamn”
partyonOctober14tolaunch
theSaraBlakelyFoundation,
raisingfundsfor278women
toattendCIDACityCampus
inSouthAfricaandmorethan
$600,000togotothe
SaraBlakelyfoundation.
2007: Pay it Forward!
• SaracreditsOprahasoneof
herbiggestinspirations.Sara
surprisesOprahwithacheckfor
$1,000,000forTheOprahWinfrey
LeadershipAcademyFoundation
inSouthAfrica.
• SaraappearsweeklyonABC’s
AmericanInventorasajudgeand
donates100%ofherearningsto
theSaraBlakelyFoundation.
2004: Reaching Higher
SaraBlakelyiswhiskedaroundtheworld
byFOXTVforVirginfounderSirRichard
Branson’srealityseries“RebelBillionaire:
Branson’sQuestfortheBest.”Sarawalked
awayasfirstrunnerup,winning$750,000
tolaunchherownfoundationdesignedto
helpwomengloballythrougheducation
andentrepreneurialtraining.
2007: Survey Says
• SPANXgrowsto50employees.
• IntheMay2007issueofInStyle,
21percentofwomenpolledsaid
thatSPANXisthebest
body-enhancinginventionever
(tiedwithstretchyjeansand
secondtothepush-upbra!).
2011: The Rear View
TheSpanxRearViewblog
islaunchedgivingSPANX
fansaglimpsebehindthe
seamsatSpanx!
2006: New to the Family
• Spanx,Inc.createsanewbrand,
ASSETS®bySaraBlakely®,acollectionof
shapewear,swimwear,andlegweardesigned
tohelpmorewomenachievetheirown
redcarpetlookforless.Availableat:Target,
JCPenney,LOFT,andspanx.com/assets!
• WhenOprahsaidthatshehad“givenup
pantiesandonlywearsSPANX”onher
showonMay20,2006,wesoldmorethan
20,000pairsofSPANXPowerPanties
thatdayalone!
2009: Shapewear Gets Chic
Withanastounding85employees,
200productsand3,000retaillocations,
companygrowthisontherise.Spanxtakeson
newinitiativesbylaunchingahigh-end,
fashion-drivenshapewearline,
HauteContour®,theDessertofShapewear®.
®
2008 : Bra-llelujah!
Spanxreachesintothenewcategoryof
foundationsandlaunchesBra-llelujah!®
UnderwireContour.Thisrevolutionary
conceptquicklybecomesthenumberone
sellingbraatallretailers.
2008: Final Answer �
• Spanxgrowsto75employeesinJuly
andlaunchesinAustralia.
• SpanxstarredinWhoWantstobeaMillionaire.
“Belovedbymillionsofwomen,Spanxis
apopularbrandof…undergarments.”
Thecontestantgottothe$4,000mark
byknowingherSpanxandevenadmitted
tohavingthemonattheverymoment!
• AccordingtoNPDresearch,theSPANX
SlimCognitoMid-TighBodysuitwas
theNo.1sellinggarmentinintimate
apparelin2008. Moreto com
e!
Our Story
2010: Making a Splash
• InOctoberof2010,Spanx,Inc.
celebratesits10thbirthdaywith
a$100,000donationtothe
AtlantaWomen’sFoundation!
• Aftermanyyearsofdemand,
Spanxbringstheirindustry
expertisetothepooland
thebeachwithswimwear.
• Menareabletojointheparty
withthelaunchofSPANXfor
MenCottonCompressionand
ZonedPerformanceundershirts
andCottonComfortunderwear.
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