In the heat and humidity of Florida, she tried unsuccessfully to find pantyhose that didn't have seamed toes, and that didn't roll up the leg when she cut them. She moved to Atlanta, Georgia, and secured production run deals with local manufacturers. Having read books on marketing, she designed her own logo on a friend's computer, and then to save the lawyer fee for filing a trademark on the Spanx name, used a Barnes & Noble textbook and learned how to do it herself.
In 2000, she launched the Spanx brand from her home, undertaking all initial calls and marketing herself. She was later caught on CCTV by a department store repositioning her products so they were displayed more prominently. Spanx received a marketing boost when Oprah Winfrey endorsed it on her show. Spanx started manufacturing body-shaping undergarments for men ("Spanx for Men - MANX ") in 2010. 
Spanx is a private company and has not released financial information. Blakely owns 100% of the brand and has said that the company had approximately 100 employees in 2011. A marketing study estimated the overall market for "shapeware" at $750 million for 2008