Boudoir Lingerie revives bra fitting service after moving online

Boudoir will be fitting bras from Simone Perele and other premium brands.

Lingerie retailer Boudoir is reintroducing its professional bra fitting service after closing its independent store and moving the business online last year.

Jacqui Corney, who closed her Darlington store on August 1, 2016 after experiencing a decline in footfall and increasing overheads, will host a series of fittings in the local area next month.

In an email to her customers, Corney said closing the shop left a lot of people “in the lurch” as Boudoir wasn’t accessible for fittings, and that’s something the business is keen to change “immediately”.

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Customers will be able to book a time and date for their fitting by filling in an online form.

Corney sold her business to digital marketing experts Mark Blacklee and Jonathan Cook last year, but she is still heavily involved in the company and works alongside the partners as a consultant and product expert.

The team launched a revamped website in October and has bold ambitions to compete with the biggest digital retailers in the market.

“We believe with the great reputation that Jacqui has built up over the years for offering luxury products with a customer service experience to match coupled with our expertise in the digital marketing arena we can and should be aiming to rival the big players in the market,” Blacklee told Lingerie Insight at the time.

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