Britches is not just for lean ladies.
“There is something here for everybody,” said Carrie Spendlove, the co-owner of Britches, a new lingerie boutique at Redstone Towne Center.
A “skinny women store” is one of many misconceptions Spendlove has addressed.
“A lot of larger women are, especially, afraid to go in (to a lingerie store) because they don’t think they’ll find anything that fits them,” she added. “We have bra sizes through G-cup.”
Also, Spendlove wants to alter any fallacy people might have that sexy underwear stores means being “cheap and trashy.”
“We feel like we are the opposite of that,” Spendlove said. “We choose things very carefully. We see ourselves as a classy establishment. People can come in feeling comfortable and they can find quality merchandise.”
Men should be equally comfortable entering Britches, even though that hasn’t been the case, so far, since the store opened in July.
“I’ve probably had three men that have come in here, on their own, without a wife or girlfriend,” she said.
Spendlove understands that for some men, entering her store can be awkward.
“It’s a scary thing for men to come into a lingerie store, but, they should get over it,” Spendlove said with a laugh.
So she’s made an effort to make a man’s experience as easy possible by selling men’s pajamas and offering a lounge area.
“We have food for them and a place to sit, and we are very approachable,” Spendlove said. “If they needed an excuse to come in here, they could come and look around and there’s a flat screen TV where guys can relax and don’t have to feel like they have to walk around.”
Spendlove said Britches’ staff are eager to help male customers.
“I’m excited when they come in because I know that they are in here trying to make some woman happy,” she said.
Spendlove has some advice for men as well. Men should come into lingerie stores on their own, confident that they can choose a good item for their significant other.
“I think the effort itself goes along way,” she said. “A guy should always try to choose something first, and if it doesn’t work out, they can bring it back to me.”
Spendlove and her staff can help choose something, but it’s better if the man walks into the store prepared with some information.
“It’s helpful if they can say something about them,” Spendlove said. “There are wild girls and there are conservative girls, so it’s good to know their personalities.”
The start of Britches
Spendlove, and her husband Parker, started the store on a prayer and a gamble.
“He and I decided one day that we wanted to open our business and the time was now,” she said, “We blindly jumped in.”
Spendlove said, after consulting with experts, she decided on a lingerie store because there is a “lack of quality lingerie boutiques, especially in this area. I wanted to be able to provide something that was fun and good quality for people.”
She had no previous experience with lingerie, but both Parker and Carrie had experience in retail. Carrie also worked in costume design and had an interest in fashion.
“I already knew a lot about fitting and things from my customer experience in designing. I used to be a professional ballroom dancer and that’s where I got interested in costumer designs.”
Fashion was the direction she was heading, but every time she looked at clothing, she was drawn back to the lingerie industry.
She attended Lingerie Americas, a tradeshow in New York, and met with companies and distributors to find what type of store she wanted.
“We have stuff from all over the world Italy, France, Canada that you’re not going to be able to find it in many places. There’s uniqueness to it and it’s not something everybody’s going to have,” she said.
Spendlove said some of the brands Britches carries, are only sold to approved specialty boutiques.
Some of the brands include Cosabella, Simone Perele, Spanx and Hanky Panky.
“We have a good variety,” Spendlove said. “We have a lot of basics and a lot of fun pieces. We also do bridal registry and gift cards.”
After the idea took shape, the Spendloves looked for a location. They found one remaining spot in Redstone.
“We both were like: That’s where we need to do it,” Spendlove said.
Spendlove said the space was like an empty box and they had to put in hours painting, flooring and installing.
“That’s good because then you can make it more you and put your own personality in it,” she said.
Spendlove wants the business to be involved in the community and a place where friends meet.
“We’re all about getting to know people and know people’s names, especially the locals and building relationships of trust with them,” she said. “We’ve had a good response from most of these people. They’re excited for something new.”
As part of this community focus, Saturdays are called “Sweet Saturdays” and Britches gives away designer cupcakes.
Customer service is just as important to Spendlove as acquiring a quality product.
“There’s a real sensitivity required about what your customer wants and needs,” she said. “If somebody comes in here and I don’t carry what they want, I look into it. I’ll special order things.
The first couple months of operation have proved to be successful.
“It’s been better than we thought it would be,” Spendlove said. “Like any new business, one day we’re quiet and the next we are slammed. We’re making money and that’s good for a new business. We’re doing more than breaking even.”
Owning a business is something the Spendloves always wanted to do. The rewards have been enough to cancel out a steep learning curve that is innately part of starting a business.
“It’s hard to believe that I’m at this point where I’ve always wanted to be,” she said. “I’m finally feeling like I’m a success, sort of. We couldn’t be happier.”
Britches is located at 1675 West Redstone Center Drive, Suite 150. For more information, call 575-0660.