. >> reporter: with an empire built on undergarments, spanx inventer and founder sarah blakely has reachedl. making "forbes" magazine's list of the worlds 100 most powerful women of 2014. >> this is our active wear. i am excited about. >> reporter: what started as a simple idea. a fresh take on the old girdle has exploded into a billion dollar brand name. spanx has revolutionized the way women get dressed. >> it's hard for me to absorb, that's a product i created. you know? i created that. >> reporter: spanx now sucks in $250 million in annual sales. with not one penny of advertising. >> what we hear the most from e-mails and phone calls is confidence. i feel confidence that i don't have normally. i mean just -- it is a really great feeling. >> reporter: spanx expanded to more than 200 products sold in 13 countries. >> spanx! spanx! >> reporter: to offer her royal lady a unique shopping experience -- >> come on in, ladies. we are open. blakely opened up spanx stand-alone boutiques, expanding her empire. beyond just cinching it in. >> reporter: should victoria's secret be worried? >> i woul