retail profiles // classy // bloomers

Angela Sitilides and Kim Putens are co-owners of Virginia-based Bloomers, and when they opened the 600-square-foot shop in November 2008, they picked a very unique concept for their store. "We wanted to create an 'un-lingerie' lingerie store where women could buy beautiful, but comfortable underwear, sleepwear and loungewear," said Sitilides.

"The concept came out of frustration for the two of us because we felt that most stores of its kinds focused more on lingerie, rather than beautiful sleepwear," said Putens. "We realized over the years the beautiful lingerie we had purchased only sat in our drawers waiting for that special occasion. And, the underwear we wore daily looked like it had been fished out of a bargain bin. We prefer comfortable, but pretty undergarments, sleep attire and loungewear that don't look like our husbands' sweatpants and college T-shirts. So, we set out to create a store where comfort, practicality, style and pretty are the focus."

Aside from Bloomers, Sitilides and Putens also operate Bellacara, a bath and body, hair care, skin care and cosmetic boutique, which is located across the street from their "un-lingerie" shop and helps to bring in more customers.

Bloomers attracts a mix of clientele including professional and stay-at-home moms with middle to high incomes aged 30 to 60. The most requested brands at the store are Hanky Panky, Mary Green and Spanx. "In Spanx, [the best-selling item] is definitely the Power Panty and Higher Power," said Putens. "In Hanky Panky it is the low-rise thong. Eberjey sleepwear is also in high demand. We offer an edited version of beautiful basics without all the unnecessary fluff. We also are one of the only stores in our area to ofer real basics that women need — hosiery, tights, undergarments and slips."

Bloomers also carries accessories from Invisibelt, Hollywood Fashion Tape, Miss Oops and Ms. and Mrs.

The store is located at 924 King Street in Alexandria, Virignia. To reach Kim Putens and Angela Sitilides, also the store buyers, call (571) 312-0852.


— B.F.