retail profiles // sexy // secrets lingerie of wareham, mass.

q&a with lisa bracken, president & buyer

Number of stores: 1
Square footage: 1,000
Year opened: 1983

A.T.P., BODY: Describe your store.

L.B.: Secrets is a small boutique that offers elegant lingerie; sexywear; stockings; adult novelties; and romantic accessories. The store offers a pleasing and comfortable atmosphere for all adults; i.e., men, women and couples, to shop without the taboo frequently associated with adult-themed merchandise [...] Besides the wide variety of sexy wear, we offer [items like] shapewear; waist cinchers; garters; lubricants; couples toys; and men's sexywear.

A.T.P.: What makes your store special?

L.B.: [We] cater to "real" women's sizes. We stress that curvy is sexy too, and that mature women are sexy too. We enjoy seeing many couples shopping together, having fun, rejuvenating their romance [...] So many adult-themed retailers are targeted to the male consumer, and they send an intimidating message to female customers. We know of no other retail store where you can have an exotic dancer purchasing dancewear while an older woman is purchasing Spanx.

A.T.P.: What brands are important?

L.B.: Shirley of Hollywood; Dreamgirl; Leg Avenue; Spanx; Roma; Forplay; Body Zone; Pleaser; Male Power; [and more].

A.T.P.: What trends are popular?

L.B.: Shirley of Hollywood is our number one best seller. It appeals to all ages, and the quality is excellent. Dreamgirl is next in popularity. Their items have excellent sizing that flatters figures, and their prices are very reasonable. Leg Avenue is a very good seller.

What size range do you carry?

L.S.: Petite to 6X.

A.T.P.: Who is your customer base made up of?

L.S.: Equal split of women, men and couples. Average age is 40 to 60.

A.T.P.: What does your average customer spend per visit?

L.S.: Approximately $50 to $70.

Addres: 171 Marion Rd, Rt. 6, Wareham,Ma., 02571