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retail profiles // classy // underneath it all

Underneath It All

Underneath It All - Front


Q&A with Tamara Woodard, President

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

Tamara Woodard: My unique boutique is in Peterborough NH with a shabby chic flair.  The location is on a corner with large windows that no passer by can ignore. It’s a small walkable town with a river that runs through it.  With painted chairs hanging on the wall displaying chemises, panties hung on stair banisters and matching sets looking great in an antique armour.  Sexy undergarments hanging on old wood shutters and distressed dresses for hard to hang items.  The dressing rooms are spacious with soft lighting and fun victorian mirrors. Antique lace curtains are hung in the side windows to make a homey look. Two comfy chairs and old Life magazines for our men in waiting. 

Ted: What makes your store special?

Tamara: Great customer service,  special ordering on a daily basis. We carry many companies, styles and sizes. We are open 7 days a week and offer extended hours before or after normal hours with appointment.  Bra fitting is made easy and as comfortable as possible.  Listening to issues and concerns that our customers may have is a very important factor. I want every women to walk out of my store feeling good about her purchase and feeling confident.  My customer walks out of my store knowing a lot more than when she walked in.  I pride myself on how many return customers and how many referrals are sent.  I love women who take the time to send me thank you cards.

Ted: What do you look for in a brand?

Tamara: I look for quality, comfort and great fit.  I look for eye catching colors and soft stretchy lace. Wacoal, Chantelle, Grenier and Fit Fully Yours have a great understanding of variation of sizes and fit and what a full figure women needs. Blush, Montelle and Felina know their fashion and colors. Huit and Btempt’d are great for the smaller bands and cups and no shortage on color.  Anita and Amoena has no shortage of style or sizes. Hanky Panky, eberjey and fleurt make the greatest bralettes and matching panties. Spanx, Body Hush and Wacoal are three of my favorite shape wear companies.  I also carry Arianne dresses and camisoles excellent styles for all ages. Lysse dresses, tops and pants great shape wear products.  Kayanna, Wildbleu, Eberjey, Blush and Cats Pajamas are some of our sleepwear companies.

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

Tamara: My customer wants comfortable, fashionable looks that can be dressed up or dressed down.
I have a lot of women that travel and do yoga.

Ted: Describe your price points and size ranges.

Tamara: Price ranges from $40.00 - $80.00  Size range is 32AA - 44H and clothes size S - XL or 4 - 16

Ted: What is your typical or average customer size?

Tamara: I would say the average size would be medium, 4-8.

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

Tamara: $65.00-$150.00

Ted: Describe your customer.

Tamara: My customer base is female ages 30 - 80’s they want good support, comfort and pretty, in that exact order. These women have been on a mission to find that perfect fitting bra.  She wants to stop wearing that uncomfortable wire poking , or non wire bra that has no side support.

Ted: What has impacted your business the most over the past year?

Tamara: I have had more call for maternity bras than in past years.  Mastectomy bras are on the rise and these women want to look and feel pretty.  Our boutique has expanded to carrying more loungewear, slips, hosiery and women’s clothing.  We want to be a one stop shopping experience.

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