Q&A with Joseph Bachman , President & Key Buyer.
Number of stores: 1
Year opened: 2010
Ted Vayos, BODY: Describe your store.
Joseph Bachman: Our boutique is located on 18 New Quebec St, so we are less than a two-minute walk from Oxford Street and the Marble Arch tube station. As Paolita is located on a quaint side street, the intimate boutique is a veritable swimwear haven from the bustling central London streets. Currently, we are selling a range of bikinis, one-pieces and beachwear from Paolita’s most recent collections and our two-piece bathing suits are sold as separates, which gives our customers the opportunity to customize the fit of their bathing suits to their body shape. The airy space is perfect for trying on bathing suits and the white walls and minimalist design really let the colors of the bathing suits speak for themselves.
Ted: What makes your store special?
Joseph: Our entire product is placed at the front of the store and designer Anna Paola has set up her studio space in the back, which means she is usually on hand to assist customers with any questions about styling and fit.
We also allow customers to book a fitting with Anna Paola at a time that best suits their schedule. To book an appointment, customers can call +44 (0) 203 620 5806. Our regular business hours are Monday through Friday, 10 am to 6 pm and Saturdays from 11am to 6 pm.
Ted: What do you look for in a brand?
Joseph: We of course stock Paolita swimwear and beachwear, but we do team up with talented designers to host pop-ups. We are working very closely with designer Catherine Clavering from Kiss Me Deadly. Catherine’s label is most known for celebrating the femme fatale in all her stylish glory, with lingerie that perfectly reflects the poised, sculptured look of film noir’s most attractive, seductive women, and fits perfectly with so many outfits, from your smartest contemporary business-wear to a fun 40s retro look. We also host trunk shows on Saturdays featuring different designers each week.
Ted: Describe popular styles or trends in your store.
Joseph: Paolita’s signature style is cute, fun, elegant and sexy - all the same time. Designer Anna Paola tries to incorporate different colours, cuts and styles into each collection to accommodate a wider range of tastes.
Ted: Describe your price points and size ranges.
Joseph: Our swimwear and beachwear usually retail between £110 and £176. Our sizes are UK relevant and we sell tops and bottoms in 8-10, 10-12, 12-14 and 14-16.
Ted: What is your average customer size?
Joseph: That would be difficult to say - we don’t really have an average customer size. Women of all different shapes and sizes wear the swimwear. I think the typical customer or average size really depends on the bathing suit itself.
Ted: What does the average customer spend per visit to your store?
Joseph: On average, our customers spend around £150 .
Ted: Describe your customer base.
Joseph: Paolita designs swimwear and beachwear for female clientele and the age range of our customers is anywhere from 15 to 50. Because Paolita sells such an assortment of cuts and styles, we find that the bathing suits are appealing to a variety of women. In fact, we are currently stocked in 15 countries across four continents.