Fitzgerald Acquires Dreamgirl

A costume from Starline.LA/Party King and lingerie from Dreamgirl.

DG Brands, owner of Dreamgirl, the prominent costume and lingerie brand, has been acquired by Robert Fitzgerald, who is the majority owner of the Starline.LA and Party King brands.

The deal closed in mid-August. The purchase price was not announced. Dreamgirl was advised on the transaction by Nick Monjo of FMMG Advisors.

Asked about his motivation, Fitzgerald told BODY, “Dreamgirl is a legend in our industry! When we started in the sexy lingerie and costume business, Dreamgirl was one of the companies that we aspired to be. I think that Christopher Scharff did a fantastic job building the Dreamgirl mystique and allure. Barry Revzen and his team did a great job controlling costs, enacting high quality conformity and growing mass market customers. Its reach across a large variety of retail channels from specialty lingerie and seasonal boutiques to premium and mass market general apparel retailers has introduced Dreamgirl to huge swaths of customers generating irreplaceable name identification for the Dreamgirl brand and identity as the premium provider of sexy styling.”

Fitzgerald explained that “For the foreseeable future, we expect to operate Dreamgirl as a separate company and brand. We believe that there are benefits to our customers that will come from integrating the operations of the multiple companies and we hope to move in that direction in the near to mid future. In any case, we plan to operate Dreamgirl costumes and lingerie as stand-alone brands with their own look, image and price points.”

“As a long-time competitor to Dreamgirl, we have a pretty good idea where Dreamgirl fits into the marketplace and what its customers want,” he continued. “After we bought Dreamgirl and started talking to Dreamgirl’s reps and customers, we were shocked that every single person told us the same thing: Dreamgirl had lost its sexy edge and was going mainstream. When do any of us hear full agreement on anything anymore? Well, we listened loud and clear and SEXY IS BACK AT DREAMGIRL! We will continue to develop and expand our men’s, children’s and mainstream lines but we will also make sure that we are being true to Dreamgirl’s roots and you will start seeing some alarmingly sexy offerings next year.” 

Asked about specific plans for Dreamgirl costumes, the new owner explained: “We will definitely be ramping up the variety, depth and sexiness of our women’s costumes. At Starline.LA/Party King we bring in huge quantities of our costumes and can generally ship a lot of product all the way through Halloween. I have to apologize to our Dreamgirl customers that currently we are almost out of costumes with over a month to go until Halloween!  We will right size our costume ordering in 2025 and will have plenty of new and fresh costumes for our valued customers from now on.”

“We are very excited to expand the product offering of men’s costumes under the Dreamguy label. Dreamguy has a great offering of men’s costumes and we believe that this will be a real growth area for us. By pulling together an ever increasing number of top tier designers with diverse backgrounds and fashion styles, we can accelerate our offering of sexy and edgy men’s costumes.”

Asked what else he would like to say about Dreamgirl, a little more than a month into ownership, Fitzgerald declared: “We are just super excited to bring Dreamgirl into the family!! The Dreamgirl team is truly awesome!  In addition to being very skilled at their jobs, across the board, everyone is amazingly nice. Plus it is always great to have an excuse to spend more time where dreams are made.”

“We are super appreciative of all of the customers that have stuck with Dreamgirl through all the good times and bad times that are part of this wacky industry. We are especially appreciative of the validation that we are getting from customers that are already buying from both Starline.LA/Party King and Dreamgirl. They know us and get us and have overwhelmingly shown us how excited they are with what they know we will be doing with Dreamgirl.”

Fitzgerald concluded, “There’s lots of work to do but with an awesome team and the best customers that you can hope for, its going to be a wild ride!!!”

Dreamgirl was launched in 1978 by Pat Fisher. The California based firm was eventually acquired by Scharff early in the new millennium. He eventually sold the company, and after staying on for 18 months, during a transition, left in 2017. Revzen then acquired a majority stake.

Legal counsel for Fitzgerald was provided by Meagan Martin Powers of Martin Powers & Counsel. Legal counsel for DG Brands was provided by David Ross and David Schnider of Nolan-Heimann.