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Lingerie Shop To Open in the Berkshires

April Burch & Dan Alden.
April Burch & Dan Alden.

(Filed Under wholesale Lingerie News). April Burch will be making her debut in the retail world with the opening of her intimate apparel boutique in the sleepy western Massachusetts town of Great Barrington.

Burch, who holds a Ph.D. in medical sciences and has a 15-year research background, cited her need for a career change, her love of intimate apparel and the lack of lingerie shops in the surrounding area as her reasons for opening.

"I love interacting with women, and I feel that through my southern upbringing I have a great rapport with people," Burch said.

Her husband and business partner in the venture, Dan Alden, has experience in retail. A local bank recently granted the two a business loan, and they are in negotiations to secure a space of 900-square-feet with hopes of opening on June 1st.

Although they had planned on naming the shop Orchid GB, they are now leaning towards Great Barrington Bra & Girl. Burch explained: "People have been saying the name sounds a little snobby, and I think [Great Barrington Bra and Girl] is more informative."

Despite a slew of 1st-tier brands like Simone Péréle and Aubade, snobbish is opposite of what Burch is going for. She plans to play off of the “bar & grill theme” with a funky, casual and, most importantly, approachable atmosphere.

Bra sizes will run from 30AA to 44H, and Burch will carry a variety of elegant, fun and basic lingerie and sleepwear by brands including Wacoal, Chantelle, Le Mystére, Hale Bob, Mary Green, Eberjey and Natori, as well as plus-size styles by Elomi and Elixir.

Burch expects that her clientele will reflect the female population of the area, which, according to her research, consists of liberal, educated women of an average age of 42 making approximately $70,000 per year.

For further information, email

more wholesale Lingerie News >>

Published 04-15-2009 by Amanda Torres Price

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