Q&A with Natalie Grunberg, Key Buyer.
Number of stores: Online
Year opened: 1999
Ted Vayos, BODY: Describe your store.
Natalie Grunberg: Our online store is playful and easy to use. Our look is super sweet and French, but we aimed to make the site function in an easy to use way. When you and on our home page ( HYPERLINK "http://www.pantybypost.com" www.pantybypost.com) you can visit our women’s shop or our men’s shop, then click through our gallery to see our current panties!
Ted: What makes your store special?
Natalie: Panty by Post is an online boutique. We ship a pretty panty every month in the mail and we ship worldwide. Each panty is unique and comes in beautiful tissue with a handwritten note.Panty by Post offers a unique service. Imagine getting a Christmas surprise every month in the mail! Our product is less then retails and has the added convenience of coming directly to your door. It’s super fast and easy to order!
The concept was inspired by owner Natalie Grunberg’s trips to France. Four years ago when she launched Panty by Post, she was sitting at a corner cafe in Paris and was struck by the beauty and confidence of the French ladies walking by. French women dress and carry themselves beautifully, they also put a lot of effort into how they present themselves to the world. She wanted to share this with the world, and lingerie seems like the best place to start. You know, beauty from the inside out. The French are crazy for details and for sexy panties! They are our third biggest market and we have a new rep in Paris that is doing super well!
Ted: What do you look for in a brand?
Natalie: We are very loyal to a few distinct brands that we think are the best. We mostly use Blush (HYPERLINK "http://www.blushlingerie.com/"blushlingerie.com = sexy, French inspired, unique styles), HYPERLINK "http://www.change.com/"Change (HYPERLINK "http://Change.com/"Change.com= sporty, comfy and plus sizes) and HYPERLINK "http://www.hankypanky.com/"Hanky Panky(bridal and awesome thongs). Our men’s line is from HYPERLINK "http://www.jm.ca/"JM (HYPERLINK "http://JM.ca/"JM.ca) and they are super chic bambou.
We look for style but also for durability and functionality. We want to wear these panties to yoga, then to dinner, then throw them in the washing machine. No fuss, super sexy!
Ted: Describe popular styles or trends in your store.
Natalie: The subscription model has been gaining popularity over the years, with businesses like Trunk Club and Dollar Shave Club helping to popularize the idea. I would like to think my company was at the forefront of this trend.
Ted: Describe your price points and size ranges.
Natalie: We offer a range of subscriptions, from 1X ($30 per panty) to 12Xs ($18 per panty). If your customers would like to sample the service, we offer a one time deal of $10 for one panty, they can use the code samplepanty to access this deal. We offer XS to 4X, which is awesome! No one needs to be left out of this delightful gift.
Ted: What is your average customer size?
Natalie: Medium and Small.
Ted: What does the average customer spend per visit to your store?
Natalie: Most subscribe for 6 or 12 months, so about $150-250.
Ted: Describe your customer base.
Natalie: Our customers are mostly female, but men are catching on. The age range is 25-55, from young moms needing time savers, to single sexy gals, to new brides, to the awesome husband wanting to treat his wife right!
Ted: What other information would you like to share?
Natalie: We offer great shipping rates of $2.50 per panty for US and Canada. We make our subscriptions an affordable luxury and top it all off with great customer service and risk free purchases. Here’s a link to our How It Works ( HYPERLINK "http://pantybypost.com/how-it-works/" http://pantybypost.com/how-it-works/) page.