In mid 90's, long before Oprah has started encouraging women to shop for the right bra size, Zoë & Co. opened. After a brief stint on Fisher Island, New York the store and it's six full time employees settled into a new 2,000 square-foot location in Westerly, Rhode Island at 69 High Street.
Among the broad selection of intimate apparel labels, "a bra that fits," is one of Zoë & Co.'s most requested items. Store manager, Michelle Russell spoke with BODY about the growing demand for comfort and fit.
"Women are no longer settling for being in the wrong bra size and are becoming more aware that cup sizes run larger than DD," she said. "We stock over 170 sizes with more than 40 different brands, and most importantly, we have professional bra fitters available to our customers at all times," said Russell.
Zoë & Co. carries Mary Green, Panache, Freya/Fantasie, Anita, Hanro, Spanx, and Eveden in addition to others.
"The concept behind the store is bra fitting, bra fitting, bra fitting. Zoë & Co. is a lingerie superstore in a boutique setting. From cup sizes AA to JJ and band sizes 28-54."
Some of Zoë & Co.'s best selling items are Hanky Panky thongs, Spanx shapewear and Panache bras.
"We also carry many small and esoteric brands that we relish introducing our customers to such as Royce, Timpa and Empreinte," said Russell.