retail profiles // classy // la petite coquette

In 1978, garter belt guru Rebecca Apsan opened La Petite Coquette at 51 University Place in the heart of New York's East Village. Since then, the 1,500-square-foot shop, set to resemble a girls night out, has grown into an industry leader in terms of product and trends.

"We usually set the trends for all the other stores because new designers always come to LPC first as a launch pad and testing ground. Victoria's Secret buyers are always sniffing around for ideas and inspiration," said Apsan.

La Petite Coquette carries sexy bras, basic t-shirt bras and every style panty imaginable from brands such as, Hanky Panky, Chantelle, La Perla, Timpa/Duet, Mary Green and Fleur't.

Most recently, Apsan's urban professional customer has been shopping for sexy thongs and garter belts from up and coming companies like Araks and Spoylt.

In addition to lingerie sales, La Petite Coquette has also played host to the book singing for Apsan's The Lingerie Handbook, a men's only Valentine's Day fashion show and private viewings for VIP customers.