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retail profiles // classy // lingerie d’amour

Lingerie D’Amour

Lingerie D’Amour - Front


Q&A with Brenna Finucan, President

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

Brenna Finucan: Burlington, Ontario has been my hometown since 2010, my husband and I moved here when he was 1 year into College. We fell in love with the city when we had breakfast by the pier with the lake in view and decided we wanted to start a life here. Burlington’s downtown is bursting with trendy retail stores, exquisite independent restaurants, lakefront fitness programs and free community events all year round including Canada’s largest free music festival, Sound of Music. No matter where you are downtown a beautiful view of the lake is in sight. Its hard not to fall in love with this city.As a sales representative in my previous job I was fortunate to meet a vast majority of lingerie boutique owners in Ontario which was very inspirational and motivating. Burlington was on my radar from day 1, I explored a couple other cities but in the end couldn’t see my store in any other city. After months of store front searching we found the perfect location; Luxurious wainscoting line the walls, exposed brick trimmed with white crown moulding divide the change rooms from the sales floor, a magnificently large front window, and extravagant change rooms. I could immediately imagine my lingerie store there and thriving. Located on the main street in the city steps away from the lake, a bridal store directly next door and popular retail stores surrounding it, it was the perfect location. Six months later Lingerie D’Amour opened its doors to the city at 374 Brant Street, Burlington, Ontario.

Ted: What makes your store special?

Brenna: Our education, customer service, and products.
Studying fashion design in College while working for La Senza Lingerie as part of the management team was where it all started. Expanding with extra courses in bra and corsetry construction after college I was then hired as a lingerie designer for a well known lingerie brand. Realizing my dream of opening my own store I became a sales representative for a luxury lingerie brand working with boutiques across Ontario. After years of commitment and gaining a wealth of lingerie knowledge, I was ready to open Lingerie D’Amour. At Lingerie D’Amour we educate our customers with bra fitting knowledge so they understand how their lingerie should fit their body and why a specific style works best. Our staff is continuously being trained on new product knowledge in which we share with our customers. The products we carry have been tried, tested and true. With research and fit tests we always approve our products before selling it to our customers.

Ted: What do you look for in a brand?
Brenna: Everything being sold in Lingerie D’Amour has been tried, tested and true. From research and doing our own fit tests we always approve our bras before selling to our customers. Fit, quality and comfort are of the utmost importance. Some of the most important of our 30 (and growing) brands in our store are Empreinte, Simone Perele, Parfait, Freya, Fantasie and Saxx men’s underwear. Men love Saxx! Lingerie, pajamas, slips, robes, chemises, bustiers, shape wear, and mens underwear are among the products we carry and are expanding into mastectomy in the coming months.

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

Brenna: Sets! Women are matching their bras and panties and in some cases dismiss the bra if they don’t like the panty. We have a lot of customers, full bust and small bust, looking for a bra that enhances their natural shape with no padding or lining. Of course neutral any day bras are always a top seller. With the bridal store right next door we have a lot of clients looking for bridal lingerie and bustiers for under their dresses. High waist briefs are a fashionable item right now, slips for sheer dresses and cotton pyjamas for hot nights.

Ted: Describe your price points and size ranges.

Brenna: Our price point starts at $35 - $200 for a bra and $60-$150 for a pajama set. This is not a set price point, it is likely to fluctuate depending on the demand. We carry sizes AA-K cup and 28-46 band in bras and XS-4XL. We specialize in bra fitting so having a full range of sizes is imperative.

Ted: What is your typical or average customer size?

Brenna: We do not have an average customer size, but the majority of our customers are from A-G.

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

Brenna: $130.

Ted: Describe your customer.

Brenna: Our main clientele is Females 25-45 looking for a comfortable bra that enhances their body shape. We also have customers with health issues looking for a good support bra that fits properly. An ill fitting bra can cause back pain, neck pain, chafing, acid reflux to name a few and if a bra is too tight can affect your breathing.
We have a big bridal clientele, being located beside a bridal store has been fantastic. A lot of women looking for lingerie for under their dress and for the wedding night.

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