Come aprire un negozio di intimo

The underwear industry has seen considerable growth in recent years. Wearing underwear is a fairly ancient custom, dating back to Greco-Roman times. During the reign of Louis XV in France, underwear became a symbol of social superiority, and wearing it signified high status.

Some intimate apparel only became popular after the First World War, such as the bra, which was first produced by a company in Buenos Aires. Today, lingerie, along with swimwear and corsetry, accounts for approximately 30% of total clothing spending.

Wearing innovative and trendy underwear is no longer just a women’s need: men also pay close attention to their underwear, as demonstrated by the fact that they represent a third of the buyers on the market.

To establish yourself in the industry, you need to establish a specialized store that offers a wide range of products, diversified in both price and target audience. Today, consumer habits have changed, making it important to optimize services and prices to meet the needs of a different customer base. A store must be able to offer products suitable for both teenagers and older women: for example, from colorful cotton underwear sets to refined lace lingerie.

Essential products in a lingerie store

One essential requirement that sets you apart from other similar stores is product range. Customers must always find what they’re looking for on our shelves! Let’s start by listing the items you’ll sell.

• Single bra
  models range from the more practical ones without underwire to the more structured ones, such as push-ups (these are the most requested, as they allow you to increase your breast size by up to two cup sizes);
• Women’s bra and panty sets
  in lace, cotton, broderie anglaise, and sheer voile, for discerning women who love to show off even under their clothes;
• Girls’/boys’
  matching bra and panty sets in cotton and microfibre, comfortable and practical for every day;
• Children’s panties
• Men’s sets
  include briefs or boxers with matching vest;
• Swimwear
  for men, women and children .
• Tank tops, nightgowns, and pajamas
  for men, women, and children.
• Socks and tights
  for women, men and children.

And then there are corsets , bustiers , and babydolls . It’s not true that these are outdated items; on the contrary! They’re highly sought after, and there are so many styles to choose from and combine to suit your needs.

Organizing the underwear shop

Organizing sales in a lingerie store isn’t difficult, but a number of precautions must be followed. For example, it’s important to maintain the store’s image, which should appear simple and modern, with a soft, comfortable atmosphere.

Spaces must be well managed, and items must be presented in the best possible way, maintaining a sense of order. Naturally, special attention must be paid to window displays , which must always appear attractive and clean.

The location of your lingerie store is important, but even if you’re not lucky enough to have a store in the city center, you still need to make the most of your available space and attract customers with advertising and promotional activities spread out over time. This “policy” is used by both franchise stores and other retailers. In times of crisis like these, it’s crucial to always find new strategies to increase customer base and outperform the competition!

The initial investment is relatively low, especially if the store is small or medium-sized. Management costs aren’t very high, and the markup on each item is generally quite substantial. If the business is modest in size and rental fees aren’t prohibitive, you can generate a good profit, especially if you don’t employ staff or only need one sales assistant.

Of course, you can also leverage technology and IT tools to expand sales by setting up a true “online showcase” through e-commerce . The average cost of opening an online sales site is around 3,000 euros, plus any management costs.

Lingerie store franchise

You can open a lingerie store independently and autonomously, or by joining a franchise network.

In the first case, many young entrepreneurs decide (rightly so) to open a store inside shopping malls for greater visibility. Entrances and shop windows in shopping malls are essential for attracting customers, who typically frequent these places even during lunch breaks and on holidays.

If you choose to affiliate with a franchise brand, you’re required to distribute that brand’s merchandise and follow certain rules regarding sales and store layout. However, franchising offers several advantages:

• 1) the possibility of taking advantage of company training for themselves and the staff employed in the store
• 2) the use of specific management software that facilitates sales reporting and warehouse stocks
• 3) the supply of materials: window stickers, signs, catalogues, etc.

The costs and charges borne by the franchisee (affiliate) are instead:

• 1) the payment of an annual fee (or royalties )
• 2) the payment of an entrance fee
• 3) a binding contract between the franchisor and the franchisee for a certain number of years
• 4) less autonomy on the part of the affiliate

Where to buy the goods

In the case of an independent store, the owner will decide where to obtain supplies and how to supply the store. Although many wholesalers , due to the economic crisis, have reassessed their role within the retail network, the largest have managed to resist market changes.

Large distribution centers still exist, but there are also suppliers who, through a network of agents and representatives throughout the country, distribute items to small retail outlets. It is therefore necessary to contact the parent companies, who will send sales catalogs and agents. Also not to be underestimated are the outlet market and stock distributors , which you can turn to.

Laws, regulations and bureaucracy

Thanks to the Bersani reform , which came into force in 2006, starting a business no longer requires a so-called “license” from the municipality. A simple communication to the mayor, declaring compliance with the regulations in force in the sector, is sufficient.

This liberalization applies to commercial businesses located in municipalities with more than 10,000 inhabitants and no larger than 250 square meters, or 150 square meters in towns with no more than 10,000 inhabitants. Businesses no longer need to register with the REC (Register of Commercial Operators): the requirement still applies only to those opening a restaurant, bar, or hotel.

What skills do you need to have?

What skills and attitudes are needed to start a business with a lingerie shop ?

Every merchant who intends to successfully launch their business should acquire a series of professional skills. First and foremost, interpersonal skills are essential, as the retail sector relies heavily on contacts, both with suppliers and with customers themselves. Welcoming customers with a smile and maximum availability is the first step towards securing a significant market share.

Furthermore, anyone starting a business of this type (whether independent or franchised) should be familiar with tax regulations in the commercial sector, as well as having some marketing knowledge . Before affiliating with a brand, it is essential to carefully evaluate the franchisor and carefully review the contract to be signed, including any clauses.

A healthy dose of enthusiasm is essential, along with the ability to analyze the business’s costs and revenues. The first two years are typically a “running-in” period, after which you can begin to evaluate the progress you’ve made.