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retail profiles // classy // something comfortable

Something Comfortable

Something Comfortable - Front


Before March 21st of this 2008, women of Rehoboth Beach, Delaware traveled over an hour to purchase lingerie and loungewear, but now thanks to Sue Petty and her next door neighbor Michiko Seto, women can take breaks from tanning on the beach to purchase lingerie. The two friends, Seto, a successful local entrepreneur and owner of the Blooming Boutique, and Petty, a former member of the corporate banking world, put their heads together and birthed Something Comfortable, a lingerie and sleepwear boutique offering "comfortable" loungewear and sleepwear.

"We want our customers to be comfortable hence the name 'Something Comfortable'-this applies to the experience in the store, to the proper fit of bras and our extensive loungewear and loungewear departments," said Petty.

The 825 Square foot boutique offers a variety of price points and an extensive brand selection including Spanx, PJ Salvage, Wacoal, Hanky Panky, Betsey Johnson and Bisikay, who Petty believes to be the up and coming brand. Located on the infamous beach block in Rehoboth beach, Something Comfortable receives a large variety of customers, but to snag even more, Seto and Petty advertise in realtor rental bags, local hotel lobby racks and newspapers.

"We have no competition in the lingerie boutique business, however, our focus is on having fun at our store," said Petty.

And having fun ranks high on their list of priorities.

Every Sunday night during the summer months, Something Comfortable plans to have Pajama Parties which include wine and specialty drinks for those over age 21 and local models showcasing lingerie and loungewear. The beach boutique also sponsors private "Pajama Parties" where hostesses can earn credit towards merchandise (in the store) based on the purchases of his or her guests.

Petty reports customers spend on average $70 for bras and $10 - $20 for panties, and about $150 - $200 per visit.

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