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retail profiles // sexy // dance & romance boutique

Dance & Romance Boutique

Dance & Romance Boutique - Front


Nestled in Wilmington, North Carolina is a 1,700 square foot store that only offers the sexiest lingerie in the industry, but also a stage and pole. Perfect for dance lessons for sexy students. The stage, which doubles as the store's dressing-room mirrors, serve as a way for customers and employees to enjoy their lingerie shopping experience.

Since its inception in 2002, Dance and Romance and has managed to offer the hottest brands in the industry: Forplay, Body Zone Apparel and Dreamgirl. Other brands offered include Coquette and Fantasy Lingerie.

According to the company, customers that frequent the boutique range from dancers to young ladies interested in sexy pieces and even men looking for something special for their spouse.

"We are so versatile and we have a lot more to offer besides lingerie," said store employee Oberita Blue. "My females that are in their mid 20's to late 30's come in to find lingerie and things for their spouse to enjoy with them. And as for men, they always ask for garter belts, thigh highs and school girl sets."

But Dance and Romance Boutique also caters to men and the North Carolina-based shop offers Rocawear and Exposed men's underwear. On average, customers spend $75 per visit and shop every three days. But as Blue reports, she even has customers that stop by everyday.

During a typical visit customers spend anywhere from $24.95 to $39.95 for panties and bras and are encouraged to try on wigs, and sign up to participate in bachelorette and passion parties.

Shoppers are even introduced to the store's custom made garters, 'Nawty Girl'.

"Beth Teague is the one who makes our custom made garters, all of the dancers request them so they can be different," said Blue.

For Blue, one thing that separates her shop from others is her commitment to customer service and knowledge of the trends.

"I've noticed more of the ruffle look and the sequence material-I think that they are doing away with the lacy stuff. I think the t-shirt look is also coming back. Even in the 'I Remember' video by Keyshia Cole, she had on the t-shirt look."

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