Lingerie Brand Parade Opens First Physical Store

Lingerie retailer Parade (New York) opened its first physical store at 577 Broadway in SoHo, reports WWD.

Founder and CEO Cami Téllez says a store was the next step for the previously online-only brand, explaining that research shows 80 percent of lingerie purchases are made in stores.

“In order for us to reinvent the underwear category, we have to go offline,” said Téllez. “For us, the brand was born in New York and it’s where our community has roots. So we chose this location feeling like it’s most in touch with contemporary culture. It’s not just about sales but expanding our community and interacting with them.”

The brand plans to operate the SoHo store until March, then decide if a bigger space is warranted. Announcements about additional locations will be announced next year, said Téllez.