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retail profiles // classy // forever yours lingerie

Forever Yours Lingerie

Forever Yours Lingerie - Front
(604) 532-1933

Report

After stressing over not being able to find properly fitting lingerie for her wedding, Sonya Perkins immediately saw the need for a retailer that offered products for the plus size woman. In April 1996, she took a step toward filling that void by opening the then 600-square-foot Forever Yours Lingerie in the downtown core of Langley British Columbia.

Forever Yours Lingerie, in the past, has only offered lingerie to the plus size woman, but recently, after a move to a new location that measures a whopping 6,000-square-feet, Perkins largely increased her inventory to include expanded sizes for all shapes and sizes, from S through 6X. "Although we carry all sizes, we are dedicated to staying true to our roots and always specializing in making the plus size woman look and feel as fabulous as she is," said Nicole Murphy, director of business development.

The retailer specializes in personal bra fittings (B through K) and fine lingerie for women from brands including Panache, Change, Grenier, Conturelle, Elomi, Fantasie, Coquette, and several divisions of Shirley of Hollywood. The top-selling brands are Prima Donna, Chantelle and Felina.

Although the store sees customers from all walks of life, according to Murphy, Forever Yours Lingerie's main clientele is comprised of middle-aged, suburban women shopping for themselves. They typically spend $175 on a bra and panty set, $225 on an overall purchase, and wear sizes 36G and 1X to 2X.

To entice customers, the retailer holds an annual sale in April in celebration of its anniversary, and also holds end of season promotional sales. In addition, they host bridal showers, bachelorette parties and private shopping parties.

According to Murphy, Forever Yours Lingerie's strategy for surviving the economic slump has been providing excellent customer service, quality products, good prices and newness. "Rather than cutting back, we indulge in all the color and styles that our customers expect us to have," she said. "We bring in as much product as possible to try and create the best selection."

Murphy added that, in this economy, she expects her vendors to show new and innovative product, modify payment terms, good customer service, cooperative advertising and promotional products to give away to their customers.

Forever Yours Lingerie is located at 20460 Fraser Hwy in Langley, British Columbia. Contact Sonya Perkins, also the buyer, at (604) 532-1933.


— B.F.


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