(Filed Under wholesale Lingerie News). New Jersey-based intimate apparel retailer Linger has opened up its second boutique at 1,200-square-foot in the Ocean City Mall in Toms River, N.J. The company’s 850-square-foot flagship boutique is located in the Jersey shore town of Spring Lake. Moglia opened it in November 2004.

Robin Moglia, owner of Linger, said she decided to open up the new store to expand her primary market beyond the summer season. “The Spring Lake store is in a cute, beach town, so we get the most traffic during the summer months,” She explained. “The fact that the new store is in a mall means that it will be more of a year-round store. I am especially looking forward to the holiday season.”

Even though the new Linger is in a mall, Moglia still wanted it to have a “warm, boutique look.” However, she described it as “a bit more streamlined and dramatic than the Spring Lake store, [which] is has a more homey atmosphere.” She also described the dressing rooms in both stores as spacious and private with thick velvet curtains. “I’m a small person, and I used to feel uncomfortable in tiny dressing rooms, so I can only imagine how a larger person would feel,” she said.

Also different about the new store is the demographic of its location; the Spring Lake community is affluent, while the new store is located in a middle-class area. Both Lingers carry bra sizes 32A through 44G, but at the new store Moglia has noticed that “I have sold more G-sized bras in the three weeks I have been here than I ever did in the two years of running the first store.” She also carries several large-cups in small bandwidths, which she expects the mall shoppers will appreciate. “I have noticed a lot of tiny-yet-full-figured girls coming into my store,” she said, adding that Freya, who she carries, makes some “really fun styles” for full figured, regular-sized women. She is considering expanding her size range and adding some lower-priced brands to better serve her new client base.

Her most popular brand is Simone Perele. She also carries Hanky Panky, Honey Dew, Aubade, Wacoal, Munki Munki, Natori, Cosabella, Eberjey, Booty Parlor, Fleur’t and Foxers, among others. Prices at her store range all the way from $10 for a thong to $500 for some cashmere styles.

Moglia said that she chose to open up a new location despite the recession because the Toms River area was lacking in intimate apparel boutiques carrying top-quality merchandise.

“Even though the economy is bad and my customers are buying less of the more frivolous items I carry, they are still buying basics,” she said. “No matter what people still need to wear the right-fitting undergarments. My customers still appreciate the quality, and my Spring Lake store was doing well, so I decided to go for it.”

Linger is located at:

304 Morris Ave.

Spring Lake, N.J.

07762,

(732) 449-4009.

Ocean County Mall

1201 Hooper Ave.

Toms River, N.J.

08753

(732) 240-4008

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Published 08-12-2009 by Amanda Torres Price