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retail profiles // classy // lounge


Lounge - Front


"A woman is like a never know how strong she is until you put her in hot water," is just one of the many signs that are strategically placed throughout the intimate apparel boutique, Lounge, to help women feel great about themselves. Since its founding in March of this year, Lounge has managed to score points from affluent women ages 30 to 70, who are looking for exceptional quality in intimates and one-on-one shopping.

When customers walk into the Reno, Nevada, boutique they are greeted and served bottled water, hot chocolate, wine or a specialty cocktail. There are jars filled with edible goodies around the store and each customer leaves with a handful of fun freebies in their bag. Believes the store's owner, Chris Marie Hillygus that when bellies are filled, shoppers are encouraged to browse that store's 1,200 square feet of bras, underwear, loungewear, bath and body products, sleepwear and overnight bags.

"I am fortunate to have the first-of-its-kind of store in my area," said Hillygus. "Lounge is warm, inviting and is a place for women to come and find things to nurture themselves."

Popular brands sold at Lounge include Chantelle, Hanky Panky and PJ Salvage, and while there aren't any fitting specialist on staff, Hillygus claims that she can look at someone and is accurate in sizing about 90 percent of the time.

"Bra sizing can vary so much between brands," said Hillygus. "And even within brands, I find it's best to really know how each bra runs in sizing. I find out what style a woman typically likes and get her in the fitting room and start going. We have fun with it!"

Apparently shoppers love the fit and fun because most of Lounge's customers hear about the boutique by word-of-mouth, and not from formal advertising.
The typical amount that customers spend is $200. About $18 to $40 is being spent for a piece of underwear and $60 to $100 is being spent on a bra.

Events at Lounge include a Sip and Shop with a small Napa Valley winery, where high quality wines, hors d'ouvres and desserts are served, and a "It's hot so let's drink margaritas and have a sale" event.

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