Spanx, the bulge-controlling underwear line, is launching its own set of mall-based stores.
The company opened its first boutique in Tysons Corner, Va., and plans to open at least two more in the near future. The stores will feature all of the firm’s products, including the famous bras and shapers. In all, more than 200 items will be available from each Spanx store, reports Bloomberg Businessweek.
The stores will focus on promoting a positive self-image for shoppers. Employees are grouped into “cheer squads” and “transformation teams” that seek to make women feel better about themselves and their bodies.
The idea is to make women look healthier, even if they’re not. Global brand expert Allen Adamson is quoted as saying, “Quick fixes work in this space. Anything that promises you’ll look five pounds thinner without having to do the work.”
It’s not all for women, though. Each Spanx store will also feature the company’s line of Manx products — Spanx items for men.
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