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Added: Mar 2019

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“Not Sold Online” - A Shop’s “Aha! Moment”

Two versions of the Virginia bra.
Two versions of the Virginia bra.

(Filed Under wholesale Lingerie News). More and more specialty store owners — who want to remain in business — are coming to the realization that their key to survival is filling their shops with lingerie that is “not sold online.”

One such retailer is Tatyana Ponomareva, owner of Bra Spectrum, a shop in Bryn Mawr, Pennsylvania, who also owns a wholesale distribution company, Valens Lingerie, with her husband, Tom Dorsey. She shared a recent incident that illustrates the point.

Of course, at the beginning of this story, we must point out that there are many companies successfully selling millions of dollars’ worth of lingerie online every year. But here we are talking about smaller businesses, usually operating out of one (or a small number of) brick and mortar shops. For stores like these to be successful they need consumers to march back into their physical shop and buy their next bra, and their next bra. And so on. Bra shops need high quality bras that fit and that are “not sold online.”

In an email, Ponomareva wrote BODY, “Monday, March 18, 2019 at 11:45 AM a client came into my boutique, and stated that she knew “exactly” what she desired. She proceeded to the wall area that presents CORIN’s “Perfect Bra” Virginia, made with ultra-light 3D spacer foam, and stated “you have spoiled me - no other bra feels so good while delivering excellent fit.”

“As we progressed to the checkout desk the joyful client quantified, “do you know that CORIN bras are not sold online?!”

“I smiled, said “yes,” and stated, “thank you for returning to purchase another CORIN Virginia bra from my brick and mortar, because CORIN bras are not sold online.”

Ponomareva and Dorsey have used this strategy of focusing on brands that are not sold online to make a success of both the wholesale business and the retail shop which opened in November 2016.

Valens is “the United States wholesale distributor of CORIN and four additional, not-sold-online, made-in-Europe bra brands.” She describes the boutique as “test kitchen, lab, etc.,” for the wholesale business.

In addition to CORIN, which is “designed and made in Poland,” Valens Lingerie also sells “Nikol Djumon, designed and made in Latvia; Sermija, designed and made in Lithuania; Ivette Bridal, designed and made in Spain; and Leilieve by Manicardi, designed and made in Italy.” She noted that all the brands are “well established manufacturers” with “20 to 45 years in business.”

Emphasized Ponomareva, “we have experienced month over month growth not selling manufacturers sold online.” She added, “Bra Spectrum’s founder and staff are just like you, professional bra fitters. Clients come for expert, skilled bra fitting and return because of the fit and quality of the bras that we sell – that are not sold online.”

“Come and join the “not sold online revolution”” invited Ponomareva. Contact Valens Lingerie – wholesale -; “Please forgive four-year-old format. A new website is under construction.” The office phone is (610) 400-8460.

more wholesale Lingerie News >>

Published 03-21-2019 by -

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