Beginning ed at an early age, Lena Bryant supported herself and her young son as a. Borrowing $300 from her brother-in-law, Bryant went to the bank to open an account. The bank officer misspelled her name on the application as Lane instead of Lena.

In 1904, she rented a small storefront on with living quarters in the back for $12.50 a month. There she hung her garments from the gas fixtures and opened the doors.

Lane Bryant is a United States retail women's clothing store chain focusing on plus-size clothing. Another concern was employee benefits, at a time when few companies offered anything more than wage, Lane Bryant offered profit sharing, pension, disability insurance, group life.

Asked by one of her pregnant customers to design something 'presentable but comfortable' to wear in public, Bryant created a dress with an and accordion-pleated. This would become the first known commercially made. This dress was welcomed not only by, but also by who had to work. The maternity dress soon became the best-selling garment in Bryant's shop. Early company challenges When Bryant married Albert Malsin in 1909, he took charge of the business. He systematically began to develop and expand it. Albert instituted exactness, and modern and.

Sales had reached $50,000 a year by 1910. Albert was determined to steer the operation towards specialization.

To produce in quantity and at lower cost he began to have dozens of dresses mechanically cut at once and employed high-speed sewing methods. Lane Bryant began supplying design pattern materials and financing for contractors. Though Bryant came up with an innovative and commercially viable product, she had trouble: Tradition dictated that topics like pregnancy were not discussed in the press. Her husband took on this challenge by convincing the to accept advertising for their venture in 1911. When the paper did, the shop's entire stock sold out the next day. Bryant saw another need just before.

Before then, there were no mass manufacturers of clothing for 'stout-figured' women. After measuring 4,500 of her own customers, as well as gathering information from about 200,000 other women, it was obvious that a new challenge had to be met.

Bryant determined three types of stout women and designed clothing to fit each. Plus-sized clothing quickly eclipsed the maternity line, and by 1923, company sales reached $5 million. Mail order catalog To bypass exclusion from the newspapers, the Malsins created the first mail order catalog for maternity wear.

The business was developed for the women preferring privacy about their 'condition'. By 1917, revenues from the catalog exceeded one million dollars. By 1919, their 'stout catalog' had 52 pages and the 'maternity catalog' had 76 pages. Other company innovations Lena Bryant was a pioneer in other ways.

Her customers were important to her, and customer relations and corporate philanthropy were high on her list. At her suggestion, Lane Bryant, Inc.

Worked with the to replace any Lane Bryant customer's wardrobe destroyed in a disaster. After the 1947 in, the company outfitted 58 mail order customers whose homes were destroyed in the resulting fire. Another concern was s. At a time when few companies offered anything more than, Lane Bryant offered,,, group plans, and. By 1950, more than 3,500 employees participated in these pioneering concepts.

Twenty-five percent of the stock issued when the company went public was reserved for employee subscription. Continued company growth In 1915, the first branch retail store opened in Chicago. After her death in 1951, Bryant's sons took over the business. The Lane Bryant operations were purchased in May 1982 by founder.

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In 1961 Lane Bryant acquired Town & Country, a Pennsylvania-based discount department store. The Town & Country division was eliminated in 1977.