LOS ANGELES — Sugar Lilie Dessous Prives, a new lingerie boutique on West Third Street here, features hard-to-find brands and lingerie items.
This story first appeared in the December 7, 2009 issue of WWD. Subscribe Today.
The elegant, 1,100-square-foot store, which opened last month, carries a mix of upscale and eclectic lines such as Marlies Dekkers, Haute by Carol Malony and luxury pregnancy line Hot Milk. Retail prices range from $15 for a Timpa string bikini panty to $500 for a Nichole de Carle Black Label Castel Gandalfo bustier.
Owner Stacy Shakoor plans to add pieces this month from John Galliano intimates and loungewear, Fleur’t, The Lake and Stars and Damaris and Mimi Holiday in January. She is also developing eco-friendly exclusives from London and U.S.-based labels. After battling breast cancer, Shakoor, in her first retail venture, set out to create a space that offers solutions for all types of women.
“If you can find one cool piece that you can feel great support in and look amazing in, it’s not a luxury,” she said.
The store, which has a jewel-box ambience, features an in-house seamstress to fit and alter bras. Although sales got off to a slow start because of the tough economy, business has increased over the past two weeks as word of mouth spread. So far, top sellers include the Hot Milk nursing bras, Fleur’t thongs and Araks’ triangle bralettes.