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MIAMI BEACH — Journelle, a Manhattan-based multibrand lingerie store, has opened a second boutique here at 1111 Lincoln Road.
This story first appeared in the March 1, 2010 issue of WWD. Subscribe Today.
The 2,500-square-foot shop, which opened Feb. 12, is about 1,000 square feet larger than the company’s New York store, which bowed in 2007.
Claire Chambers, chief executive officer, said she anticipates the store’s high visibility and foot traffic to drive sales and projected a volume of $1.6 million the first year. But unlike the New York unit, which generates annual sales in excess of $1.4 million, she must reach out to Miami concierges and advertise more due to the city’s weak lingerie presence. Chambers expects New York tourists familiar with her concept, a strong Florida following that formerly shopped her online shop and newcomers starved for options to form the bulk of the store’s clientele.
She said she is negotiating for a lease for another New York store in SoHo and plans to open a fourth unit in Los Angeles in the next year or so.
Regarding the Miami store, Chambers said the additional space enables her to display a wider assortment of brands, styles and sizes.
“For my category, it’s important to have a lot of choices on the floor. I was surprised by the lack of representation in Miami from inexpensive to designer items,” said Chambers, noting 50 brands on the selling floor include labels that have national exposure such as Calvin Klein and Hanky Panky.
But Chambers plans to take baby steps in introducing a plethora of lingerie brands to a community that has only known Victoria’s Secret. For example, she will carry several diffusion labels by La Perla with pieces retailing from $95 to more than $300, as well as the more mainstream brand Chantelle and its young, contemporary line Passionata, which has key items such as a demi-bra in orange lace for $66.
“Already, I can tell women in Miami are more apt to buy a pretty set than a T-shirt bra or basics,” said Chambers.
Other best-selling vendors at the Miami shop are Elle Macpherson Intimates, Eberjey, and Fleur of England. Allocating 10 percent of merchandise for sleepwear, Chambers said top ideas include Plum Pretty Sugar, a California-based collection of chemises and robes in vivid tropical prints, which average $80 at retail.
“They’re blowing out of the store because they look great lounging on an ocean-front balcony,” she said.