DOES RETAIL: Spanx, the Atlanta-based specialist of shapewear, will open its first stand-alone Spanx stores in October, a spokeswoman for the company confirmed Friday. The stores will be located in three prime shopping malls: Tysons Corner Center in Virginia, Garden State Plaza in New Jersey, and King of Prussia Mall in Pennsylvania.
The spokeswoman would not divulge details. But the stores will reportedly merchandise women’s and men’s shapewear, as well as women’s swimwear and control activewear by Spanx.
This story first appeared in the August 13, 2012 issue of WWD. Subscribe Today.
Spanx — which generates estimated annual wholesale revenues of around $225 to $240 million but could command $1 billion if the company went public — sells its product in major department and specialty stores and boutiques in 35 countries, as well as at spanx.com.
The brand was founded by Sara Blakely, a petite blonde whose first Spanx product was footless control pantyhose, because she didn’t “like the way my butt looked in white pants.”