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retail profiles // sexy // priscilla's


Priscilla's - Front


Directors Incorporated, the management company for a select portion of Priscilla's stores located throughout the country, recently opened its 15th store on the corner of Reno and Council in Oklahoma with a sleek, updated look. Instead of the traditional flat wall throughout the stores, the new boutique has grid and painted concrete floors. Chrome is also present, adding touches of sophistication.

"It's very beautiful and the updated look is a way for us to just keep up with the times," said Casey Lozano, director of store operations. "And next year, the goal is to open as many stores as we can."

Ranging in size from 1,000 square feet to 4,000 square feet, Priscilla's is more than a traditional lingerie store. The stores appeal to the entire spectrum of adult shoppers. But, perhaps the biggest upgrade that will occur within the next year is the changing of the company name. Next year, customers can say goodbye to Pricilla's, and hello to Patricia's. Lozano reports the name change will not affect the company's service and product offering; it is simply changing to branch off and add a bit of change.

With the motto "Where Fun and Fantasy Meet," the store's quality product lines include lingerie from around the world, hilarious gag gifts and greeting cards, lotions and oils, candles, bath products, books, magazines, adult DVDs, bedroom toys, marital aids, sexual education products and much more.

According to the company, the lingerie shop maintains white-glove clean, safe and brightly lit stores which offer a full range of adult products displayed in a bright, tasteful and fun environment where both men and women feel comfortable shopping for top-of-the-line products and apparel. In the lingerie department Dreamgirl, Elegant Moments are top sellers along with Coquette and Electric Lingerie.

"Customers are more style and price driven than brand driven," said Lozano. "They look for style and quality."

The company also reports customers are asking for risqué lingerie, sexy teddies, camis and peek-a-boo items more often than not. Thus, the company had opted to choose bedroomwear as its niche, and fulfill the demand for sheer, lacy and sexy bedroom items.

On occasion the boutique will offer in-store radio remotes where adult stars sign autographs, but the sexy lingerie store can always be found involved in local lingerie shows, promotions and charitable drives. However, "word of mouth brings in a large portion of our new customers," said Lozano.

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