Real Deal

Ann Deal
Founder and CEO, Fashion Forms
Ventura, Calif.

Ann Deal hails from a family of entrepreneurial retailers. Raised in North Carolina, she relocated to Atlanta to join Rich’s as an intimate apparel buyer, the start of more than a quarter-century in the business. She subsequently channeled her inner entrepreneur by becoming a lingerie manufacturer’s sales rep, with the hope of eventually starting her own business.

In 1987, Deal founded Fashion Forms to market one hot product — the Adhesive Body Bra. A decade later, she introduced the Original Water Push Up Bra with supermodel Heidi Klum.

Deal recognized that changing fashions, such as backless or plunging necklines, meant evolving intimate apparel to support new silhouettes. Along the way, Fashion Forms became the exclusive U.S. distributor for Strap-Mate and Staykups, Peel-n-Stick Cups, NuBra and NuBra Ultralite, serving major store groups like Nordstrom, Dillard’s, Macy’s, Bloomingdale’s and Victoria’s Secret.

Fashion Forms can also be found on the red carpet: The company has made custom bras for celebs ranging from Jennifer Beals to Scarlett Johansson.

In February, Deal’s contributions to the intimate apparel industry were honored with a lifetime achievement Femmy Award at a gala hosted by the Underfashion Club, a non-profit providing education and information about the intimate apparel industry.

What were the takeaways from working at Rich’s?
Rich’s was a very exciting environment, and I found some great mentors who taught me a lot about retail on a large scale. I worked in various departments, which was an invaluable experience. As my first major exposure to the lingerie department, this is where I was able to find out what women really need and how to develop solutions that work.

At the Femmy Awards, you related a humorous story from your time at Rich’s. Would you mind repeating it?
A man came in looking for a nice nightgown for his wife for Christmas, so I took him to what I thought were the most beautiful satin gowns in the department — and the most expensive. He bought one, and I thought, “He’s going to have a nice Christmas.” But the next day, his wife came in looking for me and she was furious. She wanted to know who was the woman trying to give her a message by selling her husband a “burial shroud.” Burial shrouds are a Southern tradition.

What about mentors and people who have most influenced you?
My brother, who is also an entrepreneur, has been a great mentor. There are several retail buyers that have been great influences in my life.

A little-known fact about you?
I have a Green Card and hold dual U.S./French citizenship.

Guilty pleasure?
I am a huge animal fan, which people might not realize about me. I love walking on the Ventura beach with my Bichon Frise-poodle mix, Pucci.

What do you do with downtime?
I love to golf. There’s nothing like getting an early tee time and enjoying the beautiful morning.

Top item on your wish list?
I would love to try Five Stars golf clubs made by Honma, a Japanese manufacturer that constructs its custom clubs out of platinum and gold. I want to play St. Andrews in Scotland and Pebble Beach in California one day.

How much do you travel?
On average I spend about 20 days a month on the road — sometimes for trade shows, sometimes for sourcing. I have more than four million American Airlines miles, and Air France is in the running. I have been to southern China four times since June to expand our factory base and shop trends.

Last website you visited?
NBC.com to see our Infinite Options Bra on “Today.”

People you’d most like to meet?
Barbara Walters, Tiger Woods and Warren Buffet.

How do you stay motivated?
It’s so exciting to be involved in the development of new shapes and items that women need but that were never before available. My life’s work is to help women look and feel shapelier, sexier and more physically free. One woman wrote that our Breast Petals changed her life — I loved hearing that.