Sexy lingerie brand Frederick's of Hollywood has shut down all of its brick-and-mortar locations, now existing exclusively as an e-commerce brand after years of declining sales and struggling to keep up with Victoria's Secret. The Los Angeles-based company has switched to a web-only retail model following the closure of all of its 94 locations, with the brand now encouraging customers to shop online,The Los Angeles Times reported on Thursday. 'We no longer have store locations,' reads the brand's website, which goes on to note that the online store offers the same selection of products. Scroll down for video . New look: Frederick's of Hollywood, which is known for its sexy lingerie (pictured), has closed all of its brick-and-mortar locations . Making it work: The retailer announced on it's website that it 'no longer' has store locations while reminding customers that its 'online store offers the same selection of products' 'As a company, I think they became old and stale,' Ron Friedman, a retail expert at consulting and accounting firm Marcum, told The Los Angeles Times. 'Victoria's Secret has been a home run compared to them.' But Mr Friedman went on to say that Frederick's of Hollywood Group Inc. can still be successful with careful corporate strategy. 'They have to really focus and hire people that really understand the online business,' he noted. Founder Frederick Mellinger opened the pinup-inspired lingerie brand's first store in Los Angeles in 1947 and went on to launch a mail order catalog in the 1960s, later adding sex toys and more risqué attire to the company's offerings. Mr Mellinger, who famously said 'sex appeal is always in style', died in 1990 at the age of 76. A decade later in 2000, his namesake company, which once had pin-up icon Bettie Page modeling its lingerie, declared bankruptcy. After emerging from bankruptcy in 2003, the company went public in 2006. Party's over: The Frederick's of Hollywood store pictured was one of the 94 locations that have been closed . Celebrity fans: Actress Sofia Vergara (R) recently revealed that she used to buy bras for her size 32F breasts at Frederick's of Hollywwood, while Blurred Lines dancer Emily Ratajkowski has modeled for the lingerie retailer . Star power: Emily, 23, can be seen posing in a black corset for the sexy lingerie retailer . Two years ago the struggling brand was purchased by a consortium that includes HGI Funding, a subsidiary of New York-based Harbinger Group Inc., and some of its own shareholders. While Frederick's of Hollywood has changed the way it does business, one A-list celebrity has recently been reminiscing about her relationship with the brand. Modern Family star Sofia Vergara, 42, told Vanity Fair that her size 32F breasts and tiny frame make it nearly impossible to find lingerie, so she used to frequently shop at the store when she first got her start. 'My boobs are, like, huge,' she said in the May issue of the magazine. 'My whole life, buying a bra was a nightmare. What I used to do when I moved to LA, I found places like Frederick's of Hollywood that make bras for streetwalkers ... I can't think of the word ... you know... dancers... strippers. Skinny girls with gigantic boobs.' Another fan, 23-year-old Blurred Lines dancer Emily Ratajkowski, who went on to score a plum role in the 2014 thriller Gone Girl, previously modeled for the lingerie retailer.
The Los Angeles, California-based company has shuttered all of its 94 locations after switching to a web-only retail model .