Busted Bra Shop

BODY associated publisher Ted Vayos interviewed Lee Padgett of Busted Bra Shop.

Ted: How many years have you been in business?  When and where did you open your first location?  How many locations do you have today?

Lee: Busted has 6 locations and we have been in business 11 years. Our first location was in Midtown Detroit in the Park Shelton.  We had no windows or outside doors. We didn’t even have a sign outside.

Ted: What is the latest news from Busted Bra Shop?  How have you expanded your Busted Bra Shop concept into new markets in the United States in 2024?

Lee: We have received our Veteran owned business verification and that has opened up the ability to open popup stores on military bases. We have one location on Fort Campbell and will be opening our second military popup at Fort Belvoir.

Ted:  Have you added any new product categories in 2024?  What are the top three selling product categories?

Lee: We are concentrating on our best sellers and increasing our inventory from a select group of vendors. Our best categories are- full coverage cut and sew, wirefree full support,  molded cup.

Ted:  Have any of your stores had unique requests that changed your buying habits?

Lee:  Unique requests? We have a store with a very small footprint that needs to have their best sellers and the clientele is more inclined to purchase moderately priced items.  Another store’s client population leans in heavily on colorful and fashionable collections. All of the stores have a few tweaks that we make when ordering.

Ted:  Please describe the newest location to our readers.  Did you do anything different from your previous build outs and product offerings?

Lee: We don’t really build anything out. We build our stores like tinker toys. We use pipe and drape to build out our racks and dressing rooms. We use the same rugs and signage to give the store the Busted look. The popup in Fort Campbell came already built out with dressing rooms and all the walls are slat walls, so we didn’t have to build the pipes. We put on the rugs and signage to add the Busted DNA to the space. In the first month, we had 3 customers come in and say, “wait, I’ve been to this store before!”. These clients had shopped at other Busted stores. That’s how we know that the shop DNA is working!

Ted:  Do you plan to add more stores in the near future?  Where?

Lee:  We are opening in Fort Belvoir in January. We are looking at a bases all over the US and Western Europe.

Ted:  What other retail businesses and services are in your immediate area?  Do any of these local businesses send customers to your store?

Lee: Each of the stores are near other retail businesses. We share customers the bridal stores, other bra boutiques, dress stores, and beauty supply stores. We also are the go to for local Soma, Lane Bryant, and Torrid stores, when they don’t have the sizes available for their clients.

Ted:  Do you have any competition in the area?

Lee: Sure we do. There are customers for all of us. Just like there are multiple places to purchase pants, shoes, dresses, or whatever. Bra boutiques are needed by all bra wearers.

Ted:  Do you have an internet website?  How important is it to your retail business when compared to your many brick and mortar locations?

Lee: We do have a website. It is incredibly important.  Having a website increases your SEO and gives clients confidence when they are looking into shopping in person. It also lets clients who have been to the store before, order again in a way that is convenient for them. We have been around 11 years and many of our clients have moved to a different town, but they love shopping with us. Our website lets them keep that connection.

Ted:  What makes your brick and mortar stores special?  Why are they necessary?

Lee: As a specialty bra boutique, we offer many of the same high level client experience techniques as other shops around the country. Our bra fitters are pretty spectacular at providing a unique experience. We provide a comfortable, fun environment without feeling super boogie. Busted has been described as being like walking into your cool aunt’s closet. It’s accessible and welcoming.  Bra fitting is important. Boobs are important and complex. There is no one bra that fits all boobs. So shopping with variety is important to create a comfortable, beautiful foundation wardrobe.

Ted:  List some of the brands that are important to your stores. What are some of the top selling brands in the new store?

Lee: Our 12 best selling brands in order of revenue: Evelyn & Bobbie, Elomi, Panache, Empreinte, Montelle, Goddess, Lise Charmel, Prima Donna, Natori, Curvy Couture, Anita and Elila.

Ted:  Do you sell any products that are exclusive to your brick and mortar stores and specifically not sold online in the United States?

Lee: We do, but we are evaluating that practice.

Ted:  When did you start thinking about opening this location? How long did it take to find the location? How long did it take for the new store to be built and staffed?

Deanna Marie: 

The popup on Fort Campbell was offered by the base. I picked this base as our first one with AAFES because of the size of the base, the size of the store, the strength of the deal, and the distance from Detroit. I was able to drive to the store. We were able to build out the store in about 2 days. We started selling immediately. That is the beauty of a popup. The staffing took about 3 weeks for them to be independent. 

Ted:  Did you run into any major issues opening this new location?

Lee:  Nope.

Ted: What major changes have you made to this store?  Do you make any special renovations?

Lee: Not really. Just cleaning it up. 

Ted: How have all your stores performed this year?  How has your newest store been performing?

Lee:  Our sales have been steady and a little up from 2023. 4th quarter has been clunky for sure. We are beefing up our social media and digital strategy. 

Ted:  Does this new location have any competition in the area?

Lee: Nope.

Ted:  Have you made any significant changes to your merchandising overall this past year? Have you made any significant changes in the brands sold at this location?  Did you align them with the brands sold in your other stores or are there brands unique to this particular area of the country?

Lee: We have fewer brands in the popup store. We have our best sellers in each category.  We are servicing those who are servicing our country, so the brands we have used are those that we have special relationships with. Elomi, Goddess, Anita, Montelle, Elila, Leonisa, Bravado, Oh La La Cheri, Evelyn & Bobbie, Curvy Couture, and Curvy Kate have all been super supportive and have helped us with a few special hoops we had to go through. 

Ted:  Have you had any pleasant surprises or any disappointments during this process?

Lee:  Gosh, working with the Military and their dependents is special. They are our heros for sure. The location at Fort Campbell is open to the public. They have to get permission to enter the base with a day pass. That was an unexpected coolness. Plus the base made our signage for us! What a win!  The crazy stuff that happened? A hurricane hit and I was in Kentucky for that. I have a home in the Mountains above Ashville that took on damage, but it is still standing. We were lucky, but stressed. I was incredibly happy to have the distraction of the new store. 

Ted:  Have you brought any new products or brands into this location recently?

Lee: Nope. We have doubled down on the styles that really work for our repeat customers.

Ted:  Do you see any difference between the popular styles or trends at your other locations?

Lee: No. Not really. It was funny, the Fort Campbell location needed front Closure, wire free options for many of the disabled female Veterans, and the stores were getting the same request for more of the same. Curvy Couture happens to carry one that closes in the front and the back, and Anita carries a line of bras that zipper in the front on the Care collection. We pumped that inventory up and people love them. The Elomi Morgan is still one of those bras that people in every location want and ask for over and over. 

Ted:  Do you see a difference in the price points and size ranges sold at your locations?

Lee:  We keep the popup variety moderately priced, so as to be accessible to the most people, and the sizes to be of a wide range. 

Ted:  Do you see a difference in your average customer spend at your new location compared to the older stores?

Lee: Not really. It is on the lower end of average, but not a huge amount of difference.

Ted:  Describe your new customer base.  How different or similar is it to your other stores?

Lee: The customer base on the Military bases consists of  active military and their dependents, retired military and their spouses, disabled veterans, employees of the military bases, and some department of defense employees. A few civilians, but mostly veterans. 

Ted:  Have you made any changes to your product mix because of online shopping this year?

Lee: Nope. With online shopping, I am working on my SEO to make my website seen and used. Plus my landing page needs some simplifying. 

Ted:  Have you done any marketing? What have you done to draw attention to your new location?

Lee: Of course. We utilize social media and groups within the platforms to nudge potential clients. The base also markets to their population. We also have fliers that we have are continuing to share to the local population. 

Ted:  Which companies have helped you the most opening your new location?

Lee: I don’t know how to define the most here. The companies I’m using have all helped in one way or another, with special pricing, terms, shipping, GWP, and just encouragement. We have had beautiful marketing items sent to hang from the ceilings and walls. Sales reps have come to visit and train the employees.  It’s been very nice.