Barenecessities.com, the $47 million online lingerie specialist, is broadening its consumer base with the launch of a second Web site, Lingerie.com.
“Our new [online] store is selling sexier, more risqué lingerie than barenecessities.com, with brands such as Dreamgirl, Leg Avenue, Escante and Shirley of Hollywood,” said Dan Sackrowitz, vice president of marketing at barenecessities.com.
The site, which launched June 23, is receiving more than 25,000 visitors a day — 70 percent women and 30 percent men.
“Best-selling silhouettes so far are body stockings and corsets,” Sackrowitz said. “Items such as babydolls and chemises also have been selling well.”
Bodystockings retail from $7.99 to $19.99; corsets are $16.99 to $133.99; babydolls are $15.99 to $66.99, and chemises are $15.99 to $57.99.
“We’re not going to have any crossover,” Sackrowitz said. “It allows us to reach a different customer than the one who is shopping for her every day basics at barenecessities.com. We know there is a significant online demand for more risqué lingerie, so we will leverage the infrastructure that we’ve built to support barenecessities.com, including warehouse, customer service and online marketing, to support Lingerie.com.”
In addition to studying search reports and analytics of sales of erotic lingerie online, Sackrowitz said a strong indication came from the parent site.
“We knew a lot of customers were going to barenecessities and clicking on Sexy Lingerie,” he said. “We got a gauge on what that customer base wanted.”
Sackrowitz added that customer reaction to the plus-size classification on the new Web site was “very strong.”
“Plus sizes account for 30 percent of assortments right now,” he said. “We plan on expanding our [overall] assortments this fall.”
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