Backstage at Bra*Tenders
by Moira Nelson
Alan and Lori Kaplan are very serious about the business of bras. Their boutique, Bra*Tenders, is a quirky and vibrant shop with a Broadway-theme tucked inside The Film Center Building on Ninth Avenue in NYC’s Theater district. This hidden gem is not your typical bra store. There’s no store front. Passersby would never know it was there. Non-theatrical clients (civilians like you and me) are required to make an appointment. And they do very little advertising. They don’t need to…. Alan and Lori carved out their niche nearly thirty years ago and have maintained loyalty to the clients that supported them in those early days when they hand-delivered undergarments for performers to Broadway Theater stage doors from their home in Brooklyn.
Besides the occasional listing in a Playbill, Alan and Lori get little credit for the work they do. But they have vowed to help all of their customers find the best fitting undergarments. Professional Fit Specialist, Cristal Gordon, sees a client every hour of every day, five to six days per week. This is why non-theatrical clients are required to schedule an appointment. The store has held private bridal parties, bachelorette parties and even “Bra-Mitzvahs!” Bra*Tenders carries every brand imaginable including top-sellers such as Wacoal, Fantasie, Freya, Chantelle, Panache, Cleo, Le Mystere, Simone Perele, The Little Bra Company, and b’temptd.
Although there is plenty to keep any lingerie aficionado satisfied, what really intrigues me about Bra*Tenders is what goes on “behind the scenes.” Bra*Tenders has a team that is devoted to filling orders for the shop’s theatrical clients. Wardrobe supervisors and costume designers are not required to make an appointment. They often walk in with a cast list as long as your arm. They provide the Bra*Tenders staff with a list of measurements. Behind the “stage door” are racks and racks of bras and other specialty undergarments and accessories. And there are half a dozen people picking and packing undergarments for shipment or hand delivery to theaters and studios around the globe. Bra*Tenders has such strong relationships with their theatrical clients that they often send out garments on “memo.” They messenger the garments to the client. She (or he) tries on the assorted styles, makes a choice, and returns the balance. The cast members never have to set foot in the store! Lori says, “Our theatrical clients come before everything else. I don’t know how to do it any other way.” I can see why the Kaplan’s have dedicated their business to serving this unique client….. A typical performer goes through a dozen pairs of pantyhose a week! By providing undergarments to theater, television and film, Alan and Lori have built a “Broadway Bra Empire.” Further attesting to their dedication, although the shop is only open from 10am-6pm, Alan and Lori are available 24 hours a day to solve a costume emergency or wardrobe malfunction.
This highly unique bra boutique will play the role of “host” in Bra La Mode’s Debut Intimate Affair on Sunday, January 29, 2012 from noon to 4pm. The in-store bra fit event will provide women of all ages, shapes, and sizes the opportunity to receive a free bra fitting courtesy of Bra*Tenders. Various designers, authors, photographers, and “Bra-lebrities” will also be on hand. The event is sponsored in collaboration with the world- renowned French lingerie brand, Chantelle Paris, and in association with the leading lingerie trade publication, The Lingerie Journal.
The event will include a trunk show by Darlene Campbell of the full-busted clothing company Campbell and Kate. Author and bra-fit expert Ali Cudby will be signing copies of her recently released book “Busted: The Fab Foundations Guide to Bras that Fit, Flatter and Feel Fantastic.” Professional photographer Michael Steele who is known for “capturing the female form” will be snapping candid shots of guests enjoying the soiree. Guests will be treated to champagne and cupcakes courtesy of M Squared Sweet and Chic Treats. All sponsors of the event have generously contributed product for giveaways and/or gifts with purchase.
The highlight of the Intimate Affair will be the raffle for a Grand Prize basket that is estimated as having a value of over $600. Contributors to the raffle prize include Bra La Mode, Chantelle Paris, The Lingerie Journal, Campbell and Kate, author Ali Cudby, Ann Deal of Fashion Forms, international intimate apparel brand Anita, photographer Michael Steele, and “Bra-lebrity” Jene’ Luciani. Additional sponsors of the event include the wholesale buying platform Monkey N Middle and guitarist Alan Brace. Additional opportunities to participate in the raffle include purchasing a bra as well as making a donation to the non-profit Intimate Apparel Square Club which supports pediatric rehabilitation at a prominent NYC medical center.
Guests are encouraged to RSVP for the Intimate Affair at: www.bralamode.eventbrite.com
Bra*Tenders is located at:
630 Ninth Avenue at 44th Street, Suite # 601
New York City, NY
