by Rhea Cortado, Associate Editor
STAYING POPPED UP: Maria Paz Navales
made her Undrest pop-up shop permanent after
a steady holiday sales season.
Investing in Essentials: Customer Service-Based Lingerie Stores Thrive
Despite a challenging year that left many neighborhood shopping thoroughfares abundant with empty windows and “for lease” signs, lingerie boutiques are not only hanging on but growing in numbers. Several brave entrepreneurs—many with limited retail experience—opened doors for business this year in Los Angeles, including Sugar Lilie Dessous Prives, Jenette Bras, and Undrest lingerie and loungewear. There were also established lingerie brands that rolled out new stores. Italian luxury line La Perla debuted its second Los Angeles outpost in the Malibu Lumber Yard. And Intimacy, a multi-door retailer based in Atlanta, opened its first California location at the Fashion Valley shopping center in San Diego this year and has plans to open locations in the Westfield Century City andSouth Coast Plaza malls as early as May 2010.
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Get comfortable
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The sagging economy and abundance of “for lease” signs proved favorable for local designer Maria Paz Navales, who was able to negotiate an affordable temporary lease for a pop-up shop on the high-profile shopping block of Robertson Boulevard. The boutique showcases her Undrest Supima cotton knit and cashmere crochet loungewear; her higher-end line, Undrest Haute Couture; and her swim line,Undrest by the Sea.
Following brisk holiday sales of her cotton and cashmere lines and the presentation of “a deal by the owner of the building I couldn’t refuse,” Navales decided to make the pop-up shop permanent.
“Seeing the retail aspect has made me a better designer. I am able to kind of get a sense of what the retail buying pattern is. I’m able to listen to what the general public wants, and I design with their needs [in mind],” said Navales, who is in the store at least three times a week. She plans to use the store as a testing ground for a ready-to-wear line of Supima cotton/Modal/spandex leggings and Liberty of London print dresses in Spring 2010.
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