retail profiles // classy // nursing bra express

Q&A with Dara Davignon, President

Ted Vayos, BODY: Describe your store.

Dara: Nursing Bra Express is a new online store for nursing moms, specializing in nursing bras, nursing tops, nursing tanks, nursing dresses, disposable and washable breast pads, nursing pillows, baby slings, hydrogel pads, lanolin-based nipple creams, nursing covers — everything essential for breastfeeding. Most of my nursing tops, tanks and dresses are made for both maternity and nursing, so my customers get a bigger bang for their buck. Nursing bras come in cup sizes A to M, so every mom can find her size.

Ted: Who is your typical customer?

Dara: My customers are females between ages of 25 and 40 who are pregnant and/or breastfeeding. They do have children under the age of 5.

Ted: What makes your store special?

Dara: In addition to a great selection of nursing bras, nursingwear and accessories, my website contains a ton of breastfeeding support and information. Resident lactation consultant Veronica Tingzon, IBCLC hosts my blog and writes content for all breastfeeding support. Nursing Bra Express is more than just a shopping website.

Ted: List some of the brands that are important to your store.

Dara: Amamante, Anita, Bravado, Belabumbum, Lamaze Intimates, La Leche League Intimates, Majamas, Melinda G, Milk, QT Intimates, Fancee Free.

Ted: What styles are particularly popular among your customers?

Dara: Comfortable nursing bras sell better than stylish nursing bras. Cute nursing tops in spring prints are selling well.

Ted: What price and size range do you carry?

Dara: Prices for bras range from $16 to $52, prices for clothing range from $19 to $58 and prices for accessories range from $6.50 to $69.95. I carry bra sizes all the way from a 34A to 50J. I also carry bras with hard to find cups sizes L and M.

Ted: What is your average customer size?

Dara: Size large.

Ted: What does the average customer spend per visit to your store?

Dara: $64 is the average.

Ted: What other information would you like to share?

Dara: Nursing Bra Express is an excellent resource for nursing moms — there is free shipping on all orders of $50 or more and orders can ship anywhere in the U.S. and Canada.