Retailer Feature: Lace


1.        How did Lace  get started?

To start, it wasn’t initially going to be named LACE. We had another domain that we thought could work that had a somewhat comical approach. However, that idea didn’t make the cut since that wasn’t how we wanted our first impression to be. Our business plan describes a shopping destination that women and men can shop for lifestyle intimates. We wanted to provide a place for our customers to browse trendy styles that they could not find at the mall. This led us to Easier said than done. We negotiated. Once we acquired the domain for a sum that, let’s just say – we played hard ball for, LACE was born. From there our team went full force on creating the site that people are now familiar with. That being said, LACE is in a constant state of evolution. From where we began to where we are today there have been vast changes, improvements and developments that we continue to introduce. It is extremely motivating for our team, and exciting to announce that this past month [August] set a new company record in lingerie sales. LACE surpassed last year’s holiday numbers!

2.       What makes Lace different from other retailers? What are your goals for this year?

LACE is inclusive of everyone and our customer service alone ensures repeat buyers. We carry thousands of styles in sizes small to 4x. LACE recognizes that its customers want and love their purchases. We state directly on our site that if an order is placed by noon EST it will ship the same business day.

We now sell gift cards! Heading into the holiday season this was a given that our team wanted to have on the site. Available in $20, $50 and $100 increments, our customers can now shop and email a gift card with a personalized message attached. In addition, we just launched our loyalty program for customers. LACE Loyalty points are earned on every product, excluding gift cards, and can be used toward wishlist items or any future purchase.

We have a few other projects that will be released before the end of the year that we are very excited about and believe that they will only add to the overall look, feel and functionality of the site.

As we are still within our infancy, our goals are to continue to grow our brand and customer loyalty.

3.       What are your bestselling styles from Seven’til Midnight?

Our customers love Seven Til Midnight! Garter belts, hosiery and all the panties sell all day every day! These are items that customers buy several of and continue to return to purchase other styles and colors. We have been doing really well with all the curvy bustiers and corsets in bright pinks, greens and blues. Our team can’t wait for the holiday shipment to come it as this collection has been much anticipated around our office for its rich colors, fabrics and absolutely fantastic imagery!

4.       Do you have any promos going on right now?

Currently we have the entire site 25% off. There is no coupon required. We have changed all the prices to include the discount.

Along with price adjustments, we have just introduced our Fall lines and customers can expect to see our holiday lines by the beginning of November.

5.        What trends are you predicting for this upcoming season? What do you believe will NOT be popular?

This season women are looking for styles and pieces that they can incorporate into outerwear looks. Pieces like bodysuits and bralettes. It’s all in the details, so pieces with fun straps and accessories like harnesses that can be used to spice up a cute top will be doing well. Our customers of course love lingerie, but they aren’t just looking for bedroom attire. They are the conscious shopper who wants their lingerie and undergarments to go further and be statement pieces within their daily outfits.

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