After discovering a need for the product in their dress making business, William and Ida Rosenthal created the “first modern uplift brassiere” in 1923. After the success of that item, business was expanded into lingerie, swimwear and other products, growing Maidenform into one of the largest makers of women’s undergarments of its time. Under Rosenthal’s leadership, sales grew from $100,000 in 1927 to over $30 million in 1958.