NEW YORK — Lane Bryant’s plan to completely outfit the plus-size consumer is going forward with its lingerie store concept, Cacique.

While Lane Bryant has produced Cacique-branded lingerie, sold exclusively at its own stores nationwide, since 1997, women sizes 12 to 28 will now have their own lingerie store to shop. Lane Bryant plans to open 50 new Cacique stores before the end of this year.

There currently are six test locations located side by side with Lane Bryant stores in Pembroke Pines and Tampa, Fla.; Garland, Tex.; Crestview Hills, Ky.; Culver City, Calif., and Memphis, Tenn. The seventh store will open in Reno, Nev., on Wednesday.

“These stores have been just phenomenal for us,” said Gail Coolick, director of investor relations at Charming Shoppes, parent company of Lane Bryant. “They are exceeding our own expectations and have also been a real traffic driver for the sportswear sections of the stores, which has helped that business as well.”

Coolick said the average size of a Lane Bryant store is about 5,800 square feet. The company is taking another 2,000 to 2,500 square feet for adjacent Cacique stores. Coolick added that while the average Lane Bryant store brings in about $1.3 million annually, she expects Cacique stores each to bring in about $1.7 million annually. With 62 percent of American women wearing size 14 or higher, she said the growth potential for the Cacique brand is substantial, and plans for more stores are already in the works.

“These stores offer the customer an experience that just doesn’t exist now, since the current lingerie stores simply do not carry her size,” explained Catherine Lippincott, director, media relations, at Charming Shoppes.

Some of the store’s design attributes include extra-large dressing rooms with figure-flattering lighting and tri-fold mirrors to allow customers a view of themselves from every angle. A fitting salon has been created to offer private space where trained associates assist in fine-tuning lingerie selections.

With over 300 styles of bras, panties and lingerie to choose from, Cacique’ stores and Web site, cacique.com, carry sizes 12 to 28 panties, sleepwear and loungewear. In bras, the store sells sizes 34C to 48H. Customers can also purchase items from the Cacique bath and body collection of beauty products, ranging from bath gels and moisturizers to cosmetics bags and scented candles.

This story first appeared in the March 13, 2006 issue of WWD. Subscribe Today.

load comments
blog comments powered by Disqus