retail profiles // sexy // electrique boutique

You can't miss Electrique Boutique. If you don't pass one of its three brick-and-mortars in the Dallas-Fort Worth area, you can shop online at its e-commerce site, www.electriqueboutique.com. If you do, you'll witness storefronts covered in zebra print, punched with inventive window displays. "Our current window theme is 'Rainbow,'" said Marcia Phillips, sales director. "We are promoting new swim styles for spring - bright colors are everywhere this season!"

The inside is just as bold. Fluorescent purple lighting, silver mannequins decked in dancewear and knee-high boots, racks and racks of lingerie, costumes and clubwear from the sexiest names, including Roma, J. Valentine, Dreamgirl, Body Zone and Seven 'til Midnight, just to name a few. "We are also experimenting with new vendors and increasing stock with our existing vendors in order to provide a wider selection to our customers," said Phillips.

An aptly named "Shoe Heaven" boasts dozens of pairs of all styles, many from Pleaser, a customer favorite beloved for its reasonable prices.

Despite the vibrant decor, the chain, whose largest store, in Arlington, is 8,000-square-feet, prides itself on an intimate, family-run environment.
Husband-and-wife duo Yossi and Melanie Rudomin opened the first store in 1994, with not just a desire to give Dallas something different, but to provide excellent customer service.

The most recent store opening was the Arlington location, which inaugurated eight years ago. "We are always scouting and considering new possibilities," said Phillips regarding the opening of new stores.

According to Phillips, the average customer spends an approximately $40 to $50 per visit. "We process an average of 200 online orders per day [and] about 50 in our brick-and-mortar," she said.

The boutique also hosts in-store events and sponsors local events. Most recently, the retailer sponsored the first annual Dallas Burlesque Festival. "We are [also] very proud sponsors of the Dallas Mavericks dancers [and] we are constantly involved in local events, not only to promote our business, but to support others as well. Community is a very important part of our business."