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Turns out Washingtonians really love their lingerie. Intimates retailer Journelle is here today and tomorrow in Georgetown with an Airstream trailer pop-up shop, due to demand from D.C. customers. "D.C. and Chicago are tied neck in neck as the top markets," Journelle marketer Allison Beale said. That's what led a three-member Journelle team to hustle down from New York this morning to M Street and Wisconsin Avenue, where the truck will be located in the parking lot next to PNC Bank today and Saturday from noon to 6 p.m.
Journelle's been popping up in cities all over the country this summer, and for each stop, they bring different merchandise. Boston has been the most conservative city, with customers sticking to Journelle's basics like Cosabella and shying away from, say, suspenders and silk cuffs. Chicago cleaned out the trailer, Beale said, and loved black lace, while loungewear was big in the Hamptons and New Yorkers flipped over Bordelle's bandage bras during Fashion Week.
And for D.C., we get a mix of both fashion lingerie and everyday underwear. In the trailer, shelves are stocked with Zinke graphic floral bras for $97 and briefs for $64, hunter green Princesse Tam Tam bras for $83 and matching underwear for $64, Cosabella low rise thongs for $20, Natori peach bras for $64, and Chantelle black t-shirt bras for $68. Some pieces are completely new and not even in Journelle stores, like a sexy black sheer lace set from Fleur of England.
And there are racy accessories too, involving feathers and suspenders. On the opposite spectrum, loungewear includes Eberjay's navy short-sleeve pj set for $98 and the brand's pima cotton lounge shirt and pants for $69 each. Chemises from La Perla are $108. And Journelle is selling their branded lingerie wash too.
Airstream shoppers can get fitted for their proper bra size, and learn about different styles. "We measure for Chantell Rive Gauche since that's our best fitting bra. Once we know what size you need in that, we know what size you'll need from brand to brand," Beale said. There's only one fitting room, so you might need a glass of champagne while you wait in the trailer's lounge.
The next stop for Journelle's Airstream is Miami, where the brand will pop up for Art Basel. All this traveling to different customers in different cities who've never experienced Journelle outside of online shopping has inspired some possible expansion plans. "We've been able to get in direct contact with the consumer," Beale said. Expansion isn't finished in New York yet, but physical shops in new cities are definitely a goal, Beale confirmed.
· Journelle's Lingerie-Stocked Airstream Trailer Is Headed to D.C. [Racked DC]
· Journelle [Official Site]