By Ali Cudby
In my last Retail Briefs column we began looking at branding in the world of lingerie. The definition of branding – for the purposes of this series – is simple to say, and extremely difficult to execute. Namely, branding is “your promise to your customers.”
One company that is exceptional in this regard is Secrets In Lace. Secrets In Lace began as a bricks-and-mortar store in 1984 – almost 30 years … Read More
By Ali Cudby
How to Successfully Partner with a Non-Profit
When your company is built on retro foundations – authentic nylon stockings and vintage lingerie, with matching garter belts for every bra and panty set – what speaks more closely to your brand’s “underpinnings” than the PinUp girl aesthetic?
Secrets in Lace, worldwide leader in the manufacture and sale of fully-fashioned stockings made the old fashioned way, has married the look of the PinUp … Read More
This Week’s Intimate Discovery: Secrets In Lace reveals an Iconic Collection
For several years now I have been an admirer of the 
Secrets In Lace e-commerce site. It’s not only that I am impressed with the clear merchandising message, but also the methodical approach to building a niche identity that owner, Dan Whitsett has achieved. Founded as the go to site for authentic 100% nylon stockings, Secrets In Lace has expanded into a retro-haven … Read More
