Retail Profile: Trousseau

BODY associated publisher Ted Vayos interviewed Sarah Weiner of Trousseau in Virginia.

TED: How did you get started in the intimate apparel business?  What were you doing previously? When did you decide to open Trousseau?  Where did you open your retail store?  Why did you pick this area?

SARAH: When we arrived in the Washington DC area via a corporate transfer in the mid-nineties; we decided to create a business that we could eventually operate together. Trousseau began in 1998 with a lengthy business plan which outlined a retail bridal accessories store with a pretty lingerie add-on to round out market seasonality.

Michael hailed from the security side of the technology industry. I came from visual merchandising and specialized in building mechanical animation for large commercial holiday displays with credits including Saks Fifth Avenue, Marshall Fields, Dayton Hudson and Disney World. We had never imagined leaving New York City but had decided to take a chance.  Trousseau opened in September of 1999 as a destination location in the Vienna Plaza Shopping Center in Vienna, Virginia.  Located at the nexus of six major travel routes it was positioned to be easily accessible to Northern Virginia, Southern Maryland and the District of Columbia. With close proximity to several Bridal Stores, Trousseau immediately became a popular destination for bridal accessories, lingerie and foundations.  As there were few quality lingerie stores in the area, lingerie and bra fitting quickly became an important revenue stream. 

TED: Which products or services at your store have been a game-changer? 

SARAH: Trousseau originated with a focus on bridal and romance and performed very well. As part of the bra fit network of Oprah’s first bra fit focused show in September of 2005; we realized that the message of comfort and looking higher and slimmer was the marketing strategy that truly resonated with the greater community.  We expanded to 3,000 square feet in 2007 and began offering over 160 sizes. Michael joined Trousseau full time in 2009.

TED:  How has this retail business positively impacted your life and the community?

SARAH: Trousseau has impacted our lives more deeply than we ever could have imagined. It has financially provided brilliantly for us and our employees.  It has joined us to an industry and a community filled with wonderful relationships and gracious, generous people. It has allowed us to support our local community, many charities, important social causes. We build for the future by creating empathy, stability and mentoring young people. Greater than just us; Trousseau has become an institution.

TED:  Over the last 25 years what events have impacted your business the most?

SARAH:  It has been an incredibly eventful quarter of a century! In November of 2010, we experienced a 100% smoke damage loss due to a fire in our shopping center. Cleaning up and completely restocking the store on a four-week timeline with ten years of product knowledge and product evolution fine-tuned both our vendor relationships and the solutions-based product offering of Trousseau. The hard-won crisis insights gleaned from the fire experience prepared us more than most, for the crisis of Covid in 2020, which rearranged all global and domestic business models as we knew them. Emerging more efficient and stronger, Trousseau continues to prosper and grow, serving our community.

TED:  How has the shopping behavior changed since you first started selling bras 25 years ago?

SARAH: When Trousseau began in 1999, the world was a much simpler place. The internet was just emerging as a new frontier for advertising and commerce. Competition was other brick and mortar businesses. Stores could create their own identity with exclusive product offerings.  Soon competition included websites and exclusivity was challenged. With the advent of the smartphone in 2007, business competition began walking into our store via the smartphone and the world became a much smaller place.  Many retail customers became more product savvy, more distracted and less attuned to the social graces of shopping.  We continue to focus on problem solving, personal connection and immediate gratification, all not available online!

TED:  How has technology affected the shopping experience at your store, and what technology improvements would you like to see in the future?

SARAH:  Technologic advances have allowed us to streamline efficiency, enhance capability, become more greatly informed and save time.  A personal clone or two would be a welcome addition!

TED:  Have you participated in any special events or promotions over the years? If yes, which were your favorite and why? 

SARAH: Our favorite event was our 20th anniversary party. Apart from being our single best grossing day in the history of the business, it was amazing to feel the support of the Trousseau community that had evolved over the previous two decades including customers, vendors, staff, family and friends. It was also great fun to see our six-foot two-inch nephew hanging bras!

TED:  How does your retail business positively impacted the lives of the people in your community?  Can you share a story about how your team has gone above and beyond to serve your customers?

SARAH: As we reflect on the eve of our 25th year, the thing that we are most proud of is our ability to consistently show up and help. We take great pride in serving everyone in our community. Our demographic has always spanned every age, social, cultural and economic group.  Rather than share a particular story, we would rather mention our Trousseau philosophy: Approach everything with a desire to find the solution. Kindness is always preferable to vinegar. Everyone has insecurities, most people react out of fear.  Consistency is one of the most difficult behaviors to achieve and also one of the most important. When presented with the opportunity to help; help.  Be the change that you want to see in the world.  You never know who you impact.  We are all human.

TED:  Do you have any plans to further expand your retail model across the United States?

SARAH: Before we consider answering  this one, we will need a nice long vacation!