Q&A with Geralee Richardson, Key Buyer.
Number of stores: 10
Location: Woburn, MA.
Year opened: 1937
Ted Vayos, BODY: Describe your store.
Geralee Richardson: Lady Grace is a multi-channel intimate apparel specialty merchant now in its 76th year of operation. The company is an independent family-owned business that has been owned and operated by the same family since its inception. The company operates 10 retail stores throughout New England and also services many customers nationally and internationally through its print catalog and website. Key product categories include bras, shapewear, panties, camisoles, slips, swimwear, sleepwear, loungewear, hosiery, and post-mastectomy products for women who have undergone breast surgery.
Ted: What makes your store special?
Geralee: Our company has over 76 years established a tremendous reputation for the expertise of our trained fitters as well as the breadth of our inventory. We carry bras from A cup to N cup with band sizes from 32 to 58. We carry a tremendous range of plus sizes and hard-to-find sizes. We are also one of the nation’s leading suppliers of breast forms and post-mastectomy bras for women who have undergone breast surgery. Each store has multiple staff members who have been certified by the American Board of Certification in Orthotics, Prosthetics, and Pedorthics to provide care in this area. It all adds up to a tradition of caring, service, and support and combined with our superior selection we have capably serviced millions of women over multi generations.
Ted: What do you look for in a brand?
Geralee: We look for a brand that has a consistent fit, a perceived value for the retail price and styles that are appropriate for the sizes they make.
Key bra brands are Glamorise, Goddess, Elomi, Elila, Bali, Playtex, Wacoal.
Key shapewear brands: Flexees, Cortland, Rago, Va Bien., Sassybax.
Ted: Describe popular styles or trends in your store.
Geralee: The most popular trend in our stores is molded seamless t-shirt bras. The applies to all size categories.
The biggest trend is shapewear is seamless! Women love the ease of fit and smooth silhouette.
Ted: Describe your price points and size ranges.
Geralee: Bra range is price from $32.00 - $116.00
Bra band sizes run from 30-58!
We carry shapewear waist sizes 26- 58!
Ted: What is your average customer size?
Geralee: It’s different for our catalog/website and the retail stores.
In the retail stores the best selling sizes are 36-38-40 C-D-DD cups.
Our website/catalog best selling sizes are 38-40-42 DD-DDD.
While these are our best selling sizes, we are the go-to source for all women!
Ted: What does the average customer spend per visit to your store?
Geralee: An average purchase in our stores is about $75; our mail order customers typically average about $80.
Ted: Describe your customer base.
Geralee: We cater to women of all ages, from young teenage girls trying on their first bra to women of 100 years of age and more!
Ted: What other information would you like to share?
Geralee: We are fully dedicated to providing women with outstanding service and a superior array of products to choose from. As a family business now in business for 76 years we aim to provide a personal touch and to do what is necessary to make our customers happy. Many of our staff members have been with us for at least ten years (with many much longer) and the experience that these staff members have accumulated is of invaluable aid to our customers.