retail profiles // sexy // lovely’s lingerie boutique

Q&A with Valerie Cuttino, president & key buyer

Number of stores: 1
Location: Philadelphia, PA
Square footage: 550
Year opened: 2012

Ted Vayos, BODY: Describe your store.

Valerie Cuttino: Lovely’s Lingerie Boutique is a quaint, “Exclusively Plus-size Lingerie Boutique owned by husband and wife Phil S Cuttino and Valerie Cuttino, located in the Pennsport Mall, in the heart of South Philadelphia, PA USA. Our boutique is bright and uncluttered, yet cozy and ample. We provide our plus-sized divas with a wide selection of quality, style and fabulous colors, in sizes 1X through 6X. Whether it’s Berkshire Hosiery, a body-stocking from Shirley of Hollywood, or Sexy & Classy Bridal wear from Seven till Midnight, Lovely’s Lingerie Boutique can satisfy your sexy-wear and intimate apparel desires. We’re very selective with the brands we carry; we only want the best for our plus size ladies. Our current lines are ICollection, VXIntimates, Intimate Attitudes, Dreamgirl, Rene Rolf, Seven till Midnight, Midnight Romance, and Berkshire Hosiery. We will soon carry Allure Leather, Escante, Spanx and Queen of Hearts, along with an extensive bra collection. Lovely’s Lingerie Boutique provides discounts for seniors; military wives; and even Motorcycle/Social Clubs. Getting married? Lovely’s Lingerie Boutique offers “Bridal Days” (Sunday’s by appointment only) for the bride-to-be to receive personal one-on-one attention, planning your sexy wear on your “special day”—and your honeymoon too!

Ted: What makes your store special?

Valerie: Our customers come to Lovely’s Lingerie Boutique because we are the only boutique in the Philadelphia Tri-State area to offer “Exclusively Plus Size Lingerie”. Our quality of products and our selections in sizes up to 6X, keep our customers coming back; they’ve never seen such a beautiful selection of quality and sexy intimate apparel in one place in their size. Personalized service is our priority; we pride ourselves on our personal service approach to every customer that comes through our door. When the average size of a woman is a 14-16, it’s wonderful to know there is a place that knows plus-size is sexy too. We take pride in being that place.

Ted: What do you look for in a brand?

Valerie: Lovely’s Lingerie Boutique as a brand represents quality, elegance and size recognition; where sexy, fashionable lingerie is available for the average woman. We expect that same dedication from our vendors; Berkshire Hosiery; Shirley’s of Hollywood; iCollection; Seven till Midnight and a few other vendors have shown that they’re in-touch with the intimate apparel needs of plus size women.

Ted: Describe popular styles or trends in your store.

Valerie: Bodystockings! The ladies that visit Lovely’s Lingerie love our selection of bodystockings and hosiery; corsets are also very popular. Since our spring grand opening, silk chemises and teddies are must-haves. And, a buzz is starting, looking forward to our leather.

Ted: Describe your price points and size ranges.

Valerie: As Lovely’s Lingerie Boutique caters to the fashion-conscious woman, we carry mid- to hi-end designers, while our prices remain affordable in the range from $20-$150. Our sizes start at Queen/1X, and we provide beautiful, classy, sexy lingerie up to 6X.

Ted: What is your average customer size?

Valerie: Lovely’s Lingerie customers are typically 3X or larger; because we offer what others stores will not.

Ted: What does the average customer spend per visit to your store?

Valerie: Our customers, on average, spend about $60 per visit.

Ted: Describe your customer base.

Valerie: Our general demographics are women between the ages of 30-55, wearing sizes 16 through 32. Lovely’s Lingerie Boutique caters to the woman who understands quality of fashion is just as important as fit. The customer that shops at Lovely’s Lingerie Boutique is looking for stylish fashions that compliment and accentuate the full-figured woman.

Ted: What other information would you like to share?

Valerie: One of the most often asked question that people want to know is, “why only 1X-6X”? It’s simple; Plus Size women are often neglected in big box retailers and also in smaller boutiques. We have plus size clothing stores, so isn’t it time that someone caters to the fashionable intimate apparel needs of our plus size women? “We’re a place where women are recognized for who they are.” Women that shop at Lovely’s Lingerie Boutique are not hiding their curves, nor are they squeezing and choking their curves into sexiness; Lovely’s Lingerie Boutique believes, lingerie looks best on curvy women!