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retail profiles // classy // - Front
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Q&A with Yekaterina Dmitriyeva, president

Number of stores: 1 online store
Location: Based in Red Bank, N.J.
Size: 1,500-square-foot warehouse
Year opened: 2005

Ted Vayos, BODY: Describe your store.

Yekaterina: was established in 2005 to bring high-quality European hosiery products of any style to U.S. customers at a reasonable price. We sell high-quality hosiery of different styles — tights, stockings, pantyhose, leggings, fishnets, socks and more. We have all kinds of products that will keep customers satisfied — sheer classic tights to fancy fishnets and bio-complex models, everyday pantyhose to special supportive hosiery, summer to winter collections. We bring well-known and new manufacturers to the U.S. market with distinct products our customers can trust and love. Our head office and warehouse are located in Red Bank, N.J. We are serving customers from all 50 states, Canada, Mexico and the rest of the world.

Ted: What makes your store special?

Yekaterina: Our customers feel special when they shop at and we’re trying to make their shopping experience easy and fun. It doesn’t matter why you buy hosiery — to wear something on your legs everyday, or if you admire and feel crazy about stockings and other hosiery products, or if you’d like to impress somebody, or just to feel sexy or exotic — when you see our selection, you surely find find something you’d like to have. And if you don’t find a model, color or size, you can always ask us and we will try to find it or suggest something similar.

Ted: What brands are important to your store?

Yekaterina: In our store, we’re selling well-known European breands like Falke, Oroblu, Girardi, Cervin, Trasparenze, Elly-Carezza, Cazzola Gaetano, Franco Bombana, Luisa Maria Lugli, Cecilia De Rafaelo and Sisi. We also carry our own brand, Hosieree.

Ted: What do you look for in a vendor?

Yekaterina: We continuously search for the best products and not just brand names. We believe that only the quality of the product can distinguish its value and place in the market, not the name on the package.

Ted: Describe popular styles or trends in your store.

Yekaterina: Our customers like sheer light pantyhose and modeling hosiery. Fashion styles are selling as well. Demand for styles with support has significantly increased lately. Popular styles are different from season to season, from year to year. This is why we always follow the latest European trends. But some classic models never go out of style.

Ted: Describe your price range.

Yekaterina: Our products have price tags from $6 up to $70. This really depends on style, fabric content and manufacturer. We also have seasonal or promotional sales for our subscribers.

Ted: What is your typical customer size?

Yekaterina: We really don’t have a typical customer size, and we don’t believe in products labeled "one size fits all." So we carry sizes from extra small to queen.

Ted: What does the average customer spend per visit?

Yekaterina: The average order amount is between $50 and $150.

Ted: Describe your customer base.

Yekaterina: We welcome every customer in our store. We have about 30 percent male and 70 percent female customers with average to high level income.

Ted: Is there any other information you wish to provide?

Yekaterina: Our motto is to treat every customer as a special person with his or her own hosiery needs, wishes and desires — and to try to satisfy all of them as much as possible. The greatest reward for us is when our customers come back and shop at again and again.

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