retail profiles // classy // sol lingerie

Square footage: 2,000
Location: Denver, CO
Phone: (409) 750-9976
E-mail:
amanda@sollingerie.com
Year Opened: 1997

Ted Vayos, BODY: Describe your store.

Amanda VanderPloeg: Founded in 1997 by two sisters, Cindy Johnson and Jeanie Peterson, and located in Denver, Colorado’s prestigious Cherry Creek North shopping district, SOL is one
of the cornerstones of the area’s independently owned boutiques and offers an exquisite
collection of lingerie including bras and panties, pajamas, loungewear and robes.
Over the past 15 years in business, SOL has grown into one of the country’s leading lingerie stores specializing in bra fitting and fine European intimate apparel. Johnson is one of the nation’s top bra fitters with
over 20 years of experience and has been featured on the TODAY show several times. She
extensively trains SOL’s staff of expert fitters – all whom offer a superior level of customer
service while making bra shopping fun. SOL designers include Marie Jo, Prima Donna, Aubade, Lise Charmel, Eberjey, and Natori as well as other distinctive pieces designed exclusively for SOL. The interior of the store was modeled after the warmth, beauty and colors an Italian garden, complete with a fountain, pillars and a painted flagstone floor.

Ted: What makes your store special?

Amanda: SOL is recognized for its dedication to providing women with beautiful, comfortable, perfectly
fitting bras and sleepwear while offering a superior level of personalized customer service
matched with a fun shopping experience. SOL is focused on building long-term relationships with customers, educating women about the value of wearing perfect fitting, fun, and fabulous bras throughout every stage of her life.

Ted: What do you look for in a brand?

Amanda: SOL’s top brands include Marie Jo, Prima Donna, Aubade, Lise Charmel, Natori & Eberjey. Quality of product, creativity in design and timely shipping and receiving are all critical components considered when choosing a brand.

Ted: Describe your price points and size ranges.

Amanda: In the bra category, the Avero by Marie Jo is SOL’s number one selling bra and retails for $112. SOL carries a size range from 32A to 46I in stock. Josie by Natori SOL’s starting price point for sleepwear starting at $58.

SOL’s top sizes range from 34C - 36E.

Ted: Describe your customer.

Amanda : The majority of SOL’s customers are women between 30 and 50 years old. SOL keeps track of all sizes and styles in their database making it easy for men to shop for gifts.

Ted: You are celebrating your 15th anniversary this year. Please share with our readers how the last 15 years has changed your lives.

Amanda: In honor of reaching the 15 year milestone in business, SOL has a planned a yearlong celebration of events.

“SOL has been a labor of love since day one. And although we set out to help women feel
fabulous about themselves, we have been privileged to get that same feeling in return from our
incredible staff and customers,” says co-owner Jeanie Peterson. “We take pride in the fact that
after 15 years, we still love coming to work every day and we are looking forward to the seeing
what the next 15 years will bring.”

SOL is recognized for its dedication to providing women with beautiful, comfortable, perfectly
fitting bras and sleepwear while offering a superior level of personalized customer service
matched with a fun shopping experience.

“When I measure the 15 years, it is measured by the events in my customers’ lives. Bra fitting
has created a bond between my customers and myself as we discuss dating, marriage, children,
divorce, illness, and everything in between,” says co-owner and bra fitting expert Cindy Johnson.
“Lingerie for me has always been fun to wear and has given me the confidence to handle life’s curve balls. In educating women about my passion for bra fitting, I in turn get to learn from women about life and love and living every single day in the fitting room.”