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retail profiles // sexy // boutique séduction

Boutique Séduction

Boutique Séduction - Front


To say that Canadian retailer Boutique Séduction is big would be a huge understatement. Their two locations: one in Toronto, which opened in 1998 and one in Montreal, which opened in 2002, are a whopping 15,000-square-feet and 16,000-square-feet respectively.

Boutique Séduction was opened to "create a new concept of erotic boutiques, to reach more couples, to offer professional customer service and, of course, to be the biggest erotic boutique in North America," said Claude Perron, owner of the locations and Landco Import Canada, a supplier for the two stores.

Lingerie occupies approximately half of the space in each location, with the other half dedicated to other products such as toys, accessories, books, lotions and more.

"We guarantee the largest variety and impeccable customer service," said Mireille Gaudreault, manager of the Montreal location who oversees all the buying. "But, on top of carrying regular lingerie, we have sexy lingerie and clothing that is hard to find."

Some of the brands the Boutique carries include Aubade, Lejaby and Dreamgirl, which Gaudreault believes will be top-selling brands for the upcoming Mother's Day holiday. In fact, Gaudreault stated Dreamgirl, a line they buy from distributor Jolar-Speck, to be the most popular brand in the industry. The store has done business with Jolar-Speck for 15 years, most recently purchasing Dreamgirl's Red Diamond collection.

The retailer also carries men's underwear. "We have a vast selection, but mostly Punto Blanco, Calvin Klein, Gregg and Turco," said Gaudreault.

The retailer's clientele varies between the ages of 25 to 45. "It's mostly women that shop for themselves in the lingerie section," said Gaudreault. "We also get a lot of couples [and] we do get men that are shopping for women for special occasions like Christmas or Valentine's Day, although they mostly go to the video section," she said.

The typical customer will spend an average of $40 for underwear, and approximately $100 on bras. Regulars tend to shop the store for lingerie approximately once a month. Small and large are the sizes that sell the most, said Gaudreault.

So far, Boutique has not been affected by the depressed economy, said Gaudreault. "We will keep doing things normally," she said. "We won't reduce our publicity and we'll keep on giving an impeccable customer service."

There is a bra fitting specialist on staff, which, she reported "is an important part of our sales because a lot of women are misinformed about their bra size."

— B.F.

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