Frederick’s of Hollywood famously made its name selling sexy lingerie and the like. Now it wants to trade on that name by putting it on swimwear, cosmetics and other apparel.

Frederick’s has hired Vault Agency, an L.A.-based licensing firm, to negotiate agreements to license the Frederick’s of Hollywood name for use on other products.

Since the announcement of the licensing program Dec. 8, Frederick’s stock price has grown 25 percent to about $1.40 per share.

The licensing strategy is another step in the company’s move beyond intimate apparel; it follows the company’s plans to launch a line of sleepwear and daywear that could be sold in discount stores.

“The opportunities for extensions are obvious,” said Tom Lynch, Frederick’s chairman. “Frederick’s of Hollywood is synonymous with ‘sexy’ around the world and we will ensure that all its licensed products reinforce that image.”

Linda LoRe, president of Frederick’s, said the company’s target customer is female, 18 to 35, college educated and either single or newly married. And she will buy more than just bras and panties.

“I see the opportunity to expand the core group who has bought into Frederick’s of Hollywood,” LoRe said. “It allows us to put out a product that is sexy, feminine and provocative even though we aren’t experts in manufacturing these items.”

No deals have been signed yet. Vault’s other clients include musician 50 Cent, video game maker Nintendo, guitar-based Fender Apparel and the White House Gift Shop.

Lynch said he expects to announce the first round of licensing deals along with first quarter 2010 financial results, probably in March.