(Filed Under wholesale Lingerie News). Shelly Ballington, owner of the southeast-based lingerie and adult novelty chain, Lucy's Love Shop, is gearing up to open her seventh location this August 1st in Somter, S.C. At 800-square-feet, the Somter shop will be the smallest Lucy's store, most of which stand at 1,200 to 1,500-square-feet.

Ballington called Somter a growing city. With the Shaw Airforce base and McIntyre Air National Guard base nearby, she believes that the new store will benefit from a military population, which makes up a large portion of Lucy's market in locations populated with military personnel, who get a 10 percent discount at all of the store's locations. She also anticipates that the store will benefit from its location en route to prime vacation spot, Myrtle Beach.

"The traffic to Myrtle Beach is really heavy [in Somter], and the store is located on one of the main highways there," Ballington said. "Anybody using that route will go directly by the store!"

Plans are also underway to open and eighth location in Columbia, S.C. this October.

Founded in 1983, Lucy's carries women's lingerie and sexy shoes by brands including best sellers Dreamgirl, Delicious, The Highest Heel and Jante. The retailer also carries men's underwear brands including Male Power, Magic Silk, Escante and Dreamgirl.

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Published 07-10-2009 by Amanda Torres Price