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1998: Bright Idea • Sara cut the feet out of her pantyhose to look smashing in her cream-colored pants. • Sara is awarded the patent for Footless Body-Shaping Pantyhose and begins to develop her first product. 2000: In Production Sara convinces a mill to manufacture her “crazy idea,” and SPANX Footless Body-Shaping Pantyhose are born! 2000: Sara Makes a Sale • After giving her own personal before & after demonstration, Neiman Marcus agrees to test SPANX in several stores and she places her first major order! • Expanding! Spanx expands distribution to Nordstrom, Saks Fifth Avenue, Bloomingdale’s, and other major high-end department stores. 2000: Hello Fame! Oprah Winfrey discovers SPANX Footless Body-Shaping Pantyhose and places them on the coveted “Oprah’s Favorite Things” list for 2000. 2001: Movin’ On Up… • Spanx moves from the back of Sara’s apartment to an office in Decatur, GA. • Sara invents Control-Top Fishnets and coins the phrase “No more grid butt!” 2002: Score! Sara hires Laurie Ann Goldman to be the CEO of Spanx, and the Spanx team grows to 11 by the end of 2002. 2002: More Everything! • Sara and her design team invent Power Panties ® , the first legband-free, tummy-minimizing mid-thigh hosiery shaper. • Mama SPANX Maternity Pantyhose are born. 2002: Honors • Sara is named “Entrepreneur of the Year for the Southeast Region” by Ernst & Young. • Spanx launches Reversible Tight-End Tights ® . 2003: Rollin’, rollin’, rollin’… • With a team of 18, Spanx moves its offices to Buckhead in Atlanta, GA. • Spanx takes its same great body-shaping down to the toes with the addition of All The Way Full-Length Pantyhose. 2004: Nothing Too Trivial! • Spanx appeared as the answer to the Trivial Pursuit question, “What company invented control top fishnets and coined the phrase ‘No more grid butt’?” 2004: Famous Friends Gwyneth Paltrow told USA Today that she wore two pairs of SPANX to slim down after giving birth to her daughter Apple. This kicked off a string of celebrity endorsements, including Oprah, Jessica Alba, Tyra Banks, Julia Roberts, and more! 2004: Reaching Higher Sara Blakely is whisked around the world by FOX TV for Virgin founder Sir Richard Branson’s reality series “The Rebel Billionaire: Branson’s Quest for the Best.” Sara walked away as first runner up, winning $750,000 to launch her own foundation designed to help women globally through education and entrepreneurial training. 2005: Spanx Gets “Intimate” • Spanx adds intimates with Hide & Sleek ® and Slim Cognito ® . • Spanx, Inc. earns the Advertising Age “Marketing 50” honor. 2006: New to the Family • Spanx, Inc. creates a new brand, ASSETS ® by Sara Blakely ® , a collection of shapewear designed to help more women achieve their own red carpet look for less. • When Oprah said that she had “given up panties and only wears SPANX” on her show on May 20, 2006, SPANX sold more than 20,000 pairs of SPANX Power Panties that day alone! 2006: Give a Damn • Sara Blakely and Sir Richard Branson throw the “Give a Damn” party on October 14 to launch the Sara Blakely Foundation, raising funds for 278 women to attend CIDA City Campus in South Africa and more than $600,000 to go to the Sara Blakely Foundation. 2007: Pay it Forward! • Sara credits Oprah as one of her biggest inspirations. Sara surprises Oprah with a check for $1,000,000 for The Oprah Winfrey Leadership Academy Foundation in South Africa. • Sara appears weekly on ABC’s American Inventor as a judge and donates 100% of her earnings to the Sara Blakely Foundation. 2008: Final Answer • Spanx grows to 75 employees in July and launches in Australia. • Spanx starred in Who Wants to be a Millionaire. “Beloved by millions of women, Spanx is a popular brand of… undergarments.” The contestant got to the $4,000 mark by knowing her Spanx and even admitted to having them on at the very moment! 2008 : Bra-llelujah! • Spanx reaches into the new category of foundations and launches Bra-llelujah! ® Underwire Contour. This revolutionary concept quickly becomes the number one selling bra at all retailers. • According to NPD research, the SPANX Slim Cognito Mid-Tigh Bodysuit was the No. 1 selling garment in intimate apparel in 2008. 2009: Shapewear Gets Chic With an astounding 85 employees, 200 products and 3,000 retail locations, company growth is on the rise. Spanx takes on new initiatives by launching a high-end, fashion-driven shapewear line, Haute Contour ® , the Dessert of Shapewear ® . 2010: Making a Splash • After many years of demand, Spanx brings their industry expertise to the pool and the beach with swimwear. • Men are able to join the party with the launch of SPANX for Men • In October of 2010, Spanx, Inc. celebrates its 10th birthday with a $100,000 donation to the Atlanta Women’s Foundation! 2011: Get In On The Action! • Spanx launches an active collection with innovative features like a built-in bagel-buster! TM • Spanx has more than 110 employees. • The first ever SPANX shop launches at NYC’s 59th Street Bloomingdale’s! 2011: The Rear View The Spanx Rear View blog is launched giving SPANX fans a glimpse behind the seams at Spanx! 2012: Lights, Camera, Covergirl! • Sara makes the cover of Forbes Magazine as the youngest self-made female billionaire. • Time Magazine names Sara one of the 100 Most Influential People in the World. 2012: Stretching the Globe! • The ASSETS brand grows to include the luxe extension, ASSETS Red Hot Label. • SPANX launches the first ever standalone SPANX store at Tysons Corner, VA, closely followed by store launches at Westfield Garden State Plaza, NJ, and King of Prussia Mall, PA. • International SPANX websites are open for business and shop-in shops continue to pop up in SoHo, NYC and around the world. 2013: Reaching for the Stars • Star Power by Spanx launches in the summer • SPANX retail stores continue to open across the USA M o r e t o c o m e ! Lady Luxe Our Story The Story of SPANX: Company Timeline

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Page 1: The Story of SPANX: Company Timelinepress.spanx.com/_ir/117/20131/Vertical Timeline_16x10_2.6.pdf• Sara credits Oprah as one of her biggest inspirations. Sara surprises Oprah with

1998: Bright Idea • Saracutthefeetoutofherpantyhosetolooksmashinginhercream-coloredpants. • SaraisawardedthepatentforFootlessBody-ShapingPantyhoseandbeginstodevelopherfirstproduct.

2000: In Production Saraconvincesamilltomanufactureher“crazyidea,”andSPANXFootlessBody-ShapingPantyhoseareborn!

2000: Sara Makes a Sale • Aftergivingherownpersonalbefore&afterdemonstration,NeimanMarcusagreestotestSPANXinseveralstoresandsheplacesherfirstmajororder! • �Expanding!Spanxexpands

distributiontoNordstrom,SaksFifthAvenue,Bloomingdale’s,andothermajorhigh-enddepartmentstores.

2000: Hello Fame! OprahWinfreydiscoversSPANXFootlessBody-ShapingPantyhoseandplacesthemonthecoveted“Oprah’sFavoriteThings”listfor2000.

2001: Movin’ On Up… • SpanxmovesfromthebackofSara’sapartmenttoanofficeinDecatur,GA.• SarainventsControl-TopFishnetsandcoinsthephrase“Nomoregridbutt!”

2002: Score! SarahiresLaurieAnnGoldmantobetheCEOofSpanx,andtheSpanxteamgrowsto11bytheendof2002.

2002: More Everything! • SaraandherdesignteaminventPowerPanties®,thefirstlegband-free,tummy-minimizingmid-thighhosieryshaper.• MamaSPANXMaternityPantyhoseareborn.

2002: Honors • Saraisnamed“EntrepreneuroftheYearfortheSoutheastRegion”byErnst&Young.• SpanxlaunchesReversibleTight-EndTights®.

2003: Rollin’, rollin’, rollin’… • Withateamof18,SpanxmovesitsofficestoBuckheadinAtlanta,GA.• Spanxtakesitssamegreatbody-shapingdowntothetoeswiththeadditionofAllTheWayFull-LengthPantyhose.

2004: Nothing Too Trivial! • SpanxappearedastheanswertotheTrivialPursuitquestion,“Whatcompanyinventedcontroltopfishnetsandcoinedthephrase‘Nomoregridbutt’?”

2004: Famous Friends GwynethPaltrowtoldUSATodaythatshe

woretwopairsofSPANXtoslimdownaftergivingbirthtoherdaughterApple.This

kickedoffastringofcelebrityendorsements,includingOprah,JessicaAlba,TyraBanks,

JuliaRoberts,andmore!

2004: Reaching Higher SaraBlakelyiswhiskedaroundtheworldbyFOXTVforVirginfounderSirRichardBranson’srealityseries“TheRebelBillionaire:Branson’sQuestfortheBest.”Sarawalkedawayasfirstrunnerup,winning$750,000tolaunchherownfoundationdesignedtohelpwomengloballythrougheducationandentrepreneurialtraining.

2005: Spanx Gets “Intimate” • SpanxaddsintimateswithHide&Sleek®andSlimCognito®.• Spanx,Inc.earnstheAdvertisingAge“Marketing50”honor.

2006: New to the Family •Spanx,Inc.createsanewbrand,ASSETS®bySaraBlakely®,

acollectionofshapeweardesigned

tohelpmorewomenachievetheirownredcarpet

lookforless.• WhenOprahsaidthatshehad“givenuppantiesandonlywearsSPANX”onhershowonMay20,2006,SPANXsoldmorethan20,000pairsofSPANXPowerPantiesthatdayalone!

2006: Give a Damn • SaraBlakelyandSirRichardBransonthrowthe“GiveaDamn”partyonOctober14tolaunchtheSaraBlakelyFoundation,raisingfundsfor278womentoattendCIDACityCampusinSouthAfricaandmorethan$600,000togototheSaraBlakelyFoundation.

2007: Pay it Forward! •SaracreditsOprahasoneofherbiggest

inspirations.SarasurprisesOprahwithacheckfor$1,000,000forTheOprahWinfrey

LeadershipAcademyFoundationinSouthAfrica.•SaraappearsweeklyonABC’sAmerican

Inventorasajudgeanddonates100%ofherearningstotheSaraBlakelyFoundation.2008: Final

Answer • Spanxgrowsto75employeesinJulyandlaunchesinAustralia.• SpanxstarredinWhoWantstobeaMillionaire.“Belovedbymillionsofwomen,Spanxisapopularbrandof…undergarments.”Thecontestantgottothe$4,000markbyknowingherSpanxandevenadmittedtohavingthemonattheverymoment!

2008 : Bra-llelujah! • SpanxreachesintothenewcategoryoffoundationsandlaunchesBra-llelujah!®UnderwireContour.Thisrevolutionaryconceptquicklybecomesthenumberonesellingbraatallretailers.• AccordingtoNPDresearch,theSPANXSlimCognitoMid-TighBodysuitwastheNo.1sellinggarmentinintimateapparelin2008.

2009: Shapewear Gets Chic Withanastounding85employees,200productsand3,000retaillocations,companygrowthisontherise.Spanxtakesonnewinitiativesbylaunchingahigh-end,fashion-drivenshapewearline,HauteContour®,theDessertofShapewear®.

2010: Making a Splash • Aftermanyyearsofdemand,Spanxbringstheirindustryexpertisetothepoolandthebeachwithswimwear.• MenareabletojointhepartywiththelaunchofSPANXforMen• InOctoberof2010,Spanx,Inc.celebratesits10thbirthdaywitha$100,000donationtotheAtlantaWomen’sFoundation!

2011: Get In On The Action! • Spanxlaunchesanactivecollectionwithinnovativefeatureslikeabuilt-inbagel-buster!TM• Spanxhasmorethan110employees.• ThefirsteverSPANXshoplaunchesatNYC’s59thStreetBloomingdale’s!

2011: The Rear View TheSpanxRearViewblogislaunchedgivingSPANXfansaglimpsebehindtheseamsatSpanx!

2012: Lights, Camera, Covergirl! •SaramakesthecoverofForbesMagazineastheyoungestself-madefemalebillionaire.•TimeMagazinenamesSaraoneofthe100MostInfluentialPeopleintheWorld.

2012: Stretching the Globe! •TheASSETSbrandgrowstoincludetheluxeextension,ASSETSRedHotLabel.•SPANXlaunchesthefirsteverstandaloneSPANXstoreatTysonsCorner,VA,closelyfollowedbystorelaunchesatWestfieldGardenStatePlaza,NJ,andKingofPrussiaMall,PA.•InternationalSPANXwebsitesareopenforbusinessandshop-inshopscontinuetopopupinSoHo,NYCandaroundtheworld.

2013: Reaching for the Stars •StarPowerbySpanxlaunchesinthesummer•SPANXretailstorescontinuetoopenacrosstheUSA

Moreto come !

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Our Story

The Story of SPANX: Company Timeline

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