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retail profiles // classy // foundations 45

Foundations 45

Foundations 45 - Front
www.foundation45.net

Report

Q&A with Brooke Pauly, president

Ted Vayos, BODY: Describe your store for our readers.

Brooke Pauly: We are located in a small town on the main street, in a cool old building right on a corner so we have lots of windows. I really wanted a clean comfortable vibe. I have found in the past a lot of lingerie stores I have gone into are super foofy and girly and frilly. Althought those stores are so very cute, they just don’t suit my personality. I really wanted an open boutique feel that felt very custom designed. My husband is very handy so he built all of our fixtures and most of our display items. We are the only lingerie within 60 miles (except Walmart, but that doesn’t count) and because of this we sell a wide range of items. Main product categories include: Bras, undies, sleepwear, legwear, bath and body products, bridal.
 
Ted: What makes your store special?

Brooke: Great customer service. And the store is very pretty.

Ted: What do you look for in a brand?

Brooke: There are a few basic things I look for in a brand. Obviously visual appeal is a big part, but quality of the components and over all construction is most important when looking at the actual product. Probably the end all be all is the actual fit of an item. If I have a hard time getting and item to fit well on bodies what is the point, right? Things I am looking for in a company include the following (in no particular order) ease of ordering, a good turnaround time with re-orders, communicates well when items are delayed or backordered, and is flexible and willing to work with us. I am a small store and still very young, things come up. It is huge for us to be able to bump an order out a week or two if necessary.
Important brands to us would include (also in no order) Cosabella, Blush, Simone Perele, Wacoal, Natori, Samantha Chang,  PJ Salvage, Spanx, Else Lingerie and  Affinitas. These are really the core of my inventory. Outstanding reviews go to Cosabella for consistency of product, customer service, and having great colors. Blush for beautiful product with a good fit at a really great price point, also customer service. Else has such beautiful fabrics and a lot of her designs are just a little different, almost edgy but while keeping their feminine appeal, very cool. Both Natori and Wacoal have a great fit.  Really all of these lines I listed above get a great review. Consistency, and customer service coupled with great fitting and beautiful product. No real disappointments.

Ted: Describe the popular styles or trends in your store.

Brooke: We are located in the Pacific North West and our town in particular is very casual and sporty. People that live here are very fit (for the most part) and active. Most popular styles are basic t shirt bras (Natori feathers & body double, Affinitas Nicole Tshirt bra, Spanx bra-llelujah). Pin up and retro styles are the strongest trend. 

Ted: Describe your price points and size ranges.

Brooke: Bras $33-$90 32A-40DDD Undies $9-$45 Small – Large (sometimes XS & XL) Jammies, chemise etc. $50-$175 Small - Large

Ted: What is your typical or average customer size?

Brooke: 34 B,C or D
Medium undies and Jammies.
Ted: What does the average customer spend per visit?

Brooke: Between $50-$100.

Ted: Describe your customer.

Brooke: Primarily female early 30’s to early 60’s. Except for holiday then it is almost totally men, same age range.
 


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