Tuesday, May 11, 2010 | 10:10 a.m.
A deal announced today will bring the Frederick's of Hollywood brand to the Hard Rock hotel-casino in Las Vegas for events and promotion of Frederick's of Hollywood merchandise.
Frederick's of Hollywood Group Inc. and the Hard Rock said they will "actively promote the young and sexy lifestyle they represent" and that the deal includes a retail presence throughout the Hard Rock. Promotions will involve social networking and events at the hotel's clubs and pools.
"We have entered a strategic alliance by which Frederick's of Hollywood and the Hard Rock Hotel & Casino Las Vegas will enhance each other's brands. With a similar customer demographic and attitude, we have the opportunity to more effectively reach our targeted customer," Thomas Lynch, Frederick's CEO, said in a statement. "The partnership embodies the excitement of Las Vegas and the sexy look of Hollywood."
"This is a mutually beneficial partnership for Frederick's of Hollywood and Hard Rock," Hard Rock Hotel & Casino Vice President Phil Shalala said in a statement. "We have created an even greater opportunity for our guests to immerse themselves in the sexy lifestyle we are known for."
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