Q&A with Rina Mackenzie, key buyer
Number of stores: 1
Location: Salt Lake City
Square footage: 1,200 to 2,000
Year opened: 2010
Ted Vayos, BODY: Describe your store.
Rina: How would you like to purchase your lingerie from the same boutique as Lady Gaga? Well, now you can. Located in the heart of the city’s shopping district, Estilo Boutique is THE premium lingerie boutique in the state. Entering the front door from the bustling street, you will find yourself in one of Salt Lake’s most exclusive and high-end salons owned and operated by experts specializing in extensions and brows. After being led up the runway-lit staircase below the crystal chandelier, you will find yourself in our ultra intimate marlies|dekkers boutique. With one of our three experts as your personal shopper and stylist, you will be immersed in an experience one would believe was only enjoyed by the stars. Our boutique’s décor — rich in Victorian styling with an ultra-modern twist — will have you feeling your sexiest as your perfect sizing is measured. Sit back and select from the styles and sizes of bras and panties tailored entirely around what will be YOUR perfect fit from your expert in the only exclusive boutique in the country, featuring largest marlies|dekkers inventory outside Europe. As you bask in the privacy of your secluded dressing area, you will feel comfortable and pampered as you share the boutique ONLY with your personal styling specialist. Leave feeling sexy and modern, flaunting your new look. Whether you tell your friends or want to keep Estilo Boutique as your personal indulgence, prepare yourself for the envious looks at your new marlies|dekkers lingerie.
Ted: What makes your store special?
Rina: Being the exclusive marlies|dekkers specialist in the U.S., our clients enjoy our lingerie experience paralleled by none. Whether you chose to be fitted in our boutique, have our experts come to your home or hotel, or have us host an intimate fitting group event for your friends, Estilo Boutique provides not only the sexy, exclusive marlies|dekkers brand, but a sexy shopping experience.
Ted: What brands do you carry?
Rina: marlies|dekkers, undressed by marlies|dekkers, Dasamora.
Ted: Describe popular styles or trends in your store.
Rina: Most popular styles are the ones that represent marlies|dekkers design trademarks, including cross-back straps, halter-top-style bras, and of course the straps above the cup. Balcony styles are better for C cups and up, while plunge styles are popular in A, B and some C cups. Plunge balcony looks great across the sizing range. In panties, our clients love the Brazilian-cut brief. The thong style is equally popular.
Ted: Describe your price points and size ranges.
Rina: We have panties in sizes XS to XXL for $69 to $99, and bras in sizes 32 to 40, A to F, for $99 to $275.
Ted: What is your average customer size?
Rina: Although we have clients in ALL shapes and sizes, our average client is 34 to 36D and fits a small to medium panty.
Ted: What does the average customer spend per visit to your store?
Rina: Our average ticket going out the door is $375.
Ted: Describe your customer base.
Rina: Our clients range anywhere from late 20s to 70s. Both males and females enjoy our boutique.