retail profiles // sexy // eurotique

Since opening its doors in 1996, intimates retailer Eurotique has made many changes to its Florida-based business, including an expansion of almost four times the store's original size and a shift in the store's concept.

"With the acceptance of the product lines and store popularity, we expanded the store in 1998 to 2,000-square-feet," explained owner Christine Grieco. In 2000, the retailer once again expanded its location to 2,500-square-feet, and in 2008, they relocated to a newer retail space that measures in at a whopping 3,200-square-feet.

Originally, Eurotique was categorized as a "fetish" store, but now the retailer says it has changed its concept to reflect more of a department store-feel. "Eurotique has a friendly and warm environment," said Grieco. "It is painted and decorated in soft pastel colors pink, lilac, and teal green, with chandeliers, a comfortable seating area and an entrance lobby."

With the retailer's new store, marketing and sales techniques, Grieco says they are focused on targeting women and couples as their primary clientele. Women shopping for themselves, who then bring in their friends on the next visit, make up a large percentage of the store's customer base.

Current top-selling brands include Dreamgirl, BodyZone, Escante and Shirley of Hollywood, said Grieco, while commenting that "Dreamgirl and Escante have great customer service." Top-selling items include corsets, lingerie, bustiers and novelties that "enrich relationships."

Typically, a customer will spend at least $100 per visit, said Grieco, and it is not rare to see the same customer more than once a month. "Our repeat business is very strong with a loyal following to Eurotique and our staff based on excellent customer service," she said.

The store also sells men's styles, including pants, shirts, vest and underwear from Magic Silk, Go and Shirley.

Being in business for over a decade has given Grieco the opportunity to scope out industry trends. In recent times she says that styles have gone to the sexier side, and have been launched in a wide range of fabrics. She also said she has seen an improvement in quality and manufacturing, in addition to a wider selection of plus sizes for customers. "Cost has been managed and customers appreciate our pricing strategy and selection," she said.

Eurotique is planning a launch of its own private label line in the fall of this year, filling a void in the market place with high quality and cost effective products.

The store is located at 3111 45th St. Suite 16, in West Palm Beach. In addition, the retailer also operates their online store at www.Eurotique.com. Contact the store buyers at (561) 684-2302.


— B.F.