retail profiles // classy // silhouettes boutique

Number of stores: 1
Year opened: 2001
Location: Sarnia, Ontario
Square footage: 4,000

Amanda Torres Price, BODY: Describe your store.

L.M.: [The] historic building [the store is located in] retained its heritage characteristics while being transformed into three exquisite floors of a modern, upscale boutique. Located in the heart of [a] newly-refurbished downtown district, Silhouettes Boutique is a destination location for “every woman, every day.” The brick structure is painted a pale yellow hue to complement the 1950’s square tin tiles adorning the black accented display windows on both streets of this key, corner location. Upon entering at street level you will step into a well-lit, slate gray to white atmosphere with shiny black fixtures and display units enhancing our remarkable selection of bras, our medical mastectomy and compression garments department, our monthly “feature display” and an extensive selection of jewelry; scarves; belts; hats; bags; gifts ideas; two dressing rooms; and a medical fitting room. The lower level is knotted pine with natural brick walls, accented with stain glass windows, again with black fixtures and display units featuring our swim/cruisewear; beach accessories; sleepwear; and lingerie.

A.T.P.: What makes your store special, and why do customers choose it over competitors?
L.M.: Silhouettes Boutique and its predecessors have been serving the women of southwestern Ontario with respect and integrity for over 35 years [...] My dream when I purchased the established mastectomy shop was to help women who were in, or were about to walk into, the world of breast cancer. Alleviating some of the fears women experience during their journey is the most rewarding aspect of my job. I’ve been where they are with the same fears, tears and questions. My goal [is] to disguise the medical aspect of the business, ensuring women’s privacy issues are addressed when purchasing this sort of necessity.

A.T.P.: What brands are important in your store?

L.M.: In the lingerie department, our best sellers are Shapeez; Spanx; Le Mystere bras; and Dreamgirl. In the medical department we carry an extensive selection of Trulife and Amoena breast prosthetics and mastectomy bras. As well, we carry MediVen, Sigvaris and Jobst medical compression garments as prescribed by your physician.

A.T.P.: What price range and size range do you carry?

L.M.: Bras [run] in bandwidths 28 to 56, with cup sizes [running from] AA to MM, at $70 to $175. We will adapt any bra to mastectomy for $20.

A.T.P.: How would you describe your customer base?

L.M.: Our customer base for the mastectomy medical end of the business is females ranging in age from 30 to 90. In the medical compression garment department, our customer base includes males and females aged 30 and up. Our customer base for bras is aged 15 and up. Our
“boutique” customer base is primarily female baby boomers and their husbands.

A.T.P.: What is your typical or average customer size?

L.M.: [The] average bra size sold is 34F, [while the] average medical bra sold is a 38C. [The] average plus-size bra sold is a 42E.

A.T.P.: What does the typical customer spend in your store?

L.M.: The average purchase per customer is $172.54; (determined from historical data).

A.T.P.: What other information about your store would you like to share with us?

L.M.: Silhouettes Boutique hosts after hours limousine- transported shopping parties for groups of 10 to 15 women. We also host on and off-site bra fit seminars for up to 20 women. Our active marketing campaign [includes, among other activities,] a Breast Cancer Awareness Month campaign that includes public speaking and fashion shows, an offsite service with the Canadian Breast Cancer Society to ensure all breast cancer patients who can’t afford to purchase mastectomy products get what they require [...] For mastectomy clientele wishing to purchase non-mastectomy bras, we make that possible by adding a pocket to the cup of our regular bra lines. This is an added service our customers love! I myself wear my pocketed Shapeez every day.

Store Address: 125 N. Christina St, Sarnia, ON,N7T5T7.