Q&A with Kristine Isberg, Key Buyer.
Number of stores: 1
Year opened: 2012
Ted Vayos, BODY: Describe your store.
Kristine Isberg: L’ECOLE NUIT is about romance - an online destination for women to discover the fine art of seduction. With a background in European art history and passion for French culture, my goal was to create a unique shopping experience that provides an evocative experience of love and intrigue. Featuring the finest in luxury lingerie from leading European design houses, L’ECOLE NUIT inspires women to seek out romance and glamour - to live life passionately and seduce him on her terms with confidence and elegance.
L’ECOLE NUIT is an homage to the night - that alluring time when shadows cast by lamplights create a serene beauty and charm, and darkened city streets recall girlhood dreams of romantic adventures. For me lingerie is the perfect compliment to la nuit - lingerie that expresses our most intimate desires concealed by the conservative day. In this respect, L’ECOLE NUIT becomes more than an online boutique, but a romantic story that encourages women, through lingerie, to live out their most passionate desires.
This visceral experience is what distinguishes L’ECOLE NUIT apart from other luxury lingerie online stores. I designed The Collections to represent the sumptuous boudoir of La Parisienne - an elegant, independent and infinitely seductive woman. The Collections feature a series of vignettes that allow clients to search for lingerie that express particular moods: coquette, à la mode, mystérieuse, fatale. With The Collections, the lingerie becomes part of a narrative that invites women to live out their own nocturnal quests, and tailor their lingerie to suit the ever-changing, but always fascinating, feminine mood.
Ted: What makes your store special?
Kristine: My vision was not to create another online store that aims to have the largest selection to appeal to a mass audience. Instead, I am highly selective in my choice of designers and brands, choosing pieces that I would - and do - wear. At L’ECOLE NUIT clients receive the intimate boutique experience with me as their personal shopper without having to leave the comfort of their home. I gift-wrap every purchase and include a personalized note to each client. Customer service is as important as the product, and I make myself available to answer client questions and make recommendations based on their individual needs.
Ted: What do you look for in a brand?
Kristine: I apply my connoisseurship in the visual and material cultures of Europe to L’ECOLE NUIT’s selection of designers and brands. I choose designers whose vision reflects passion and devotion to quality that defines Europe’s rich cultural heritage. The pieces incorporate timeless styles adorned with fashionable details. Unlike lingerie brands who focus on pretension and artifice, these pieces are skillfully assembled with complex materials, shaping a beautiful silhouette that make women radiate with beauty and confidence. Key brands and designers include: Christine Quartier La Tente, Empreinte, LOU Paris and Gerbe.
Ted: Describe popular styles or trends in your store.
Kristine: Popular styles include seduction lingerie pieces that incorporate French lace details and silk chiffon - luxury pieces that are comfortable to wear, as well as make women feel sexy and glamourous. Emerging trends focus on increasing my selection of independent designers that are not typically offered in your traditional brick and mortar stores.
Ted: Describe your price points and size ranges.
Kristine: L’ECOLE NUIT offers mid to high-price luxury lingerie. Sizes focus on the contemporary female proportions with ranges typically from 32 to 38, B through F cups.
Ted: What is your average customer size?
Kristine: 34 B through 36 D.
Ted: What does the average customer spend per visit to your store?
Ted: Describe your customer base.
Kristine: The cosmopolitan woman, who lives life with passion, curiosity and imagination. She is independent, confident and not afraid to explore her sensual, feminine side. Possessing her own unique style, her fashion reflects a discerning taste for quality.
Ted: What other information would you like to share?
Kristine: At L’ECOLE NUIT, every night is a special occasion - a destination for women to discover the fine art of seduction.