Lingerie chain opens first physical store without stock

Dutch retail chain Lincherie has opened what is believed to be the world’s first physical lingerie boutique that doesn’t carry any stock.

Lincherie Styling Center allows women to be fitted using its digital 3D mirror that calculates a woman’s bra size by scanning the upper body and recording over 140 measurements in less than a minute.

They can then try on a number of styles before making their order on a tablet. Products can be sent to the customer within 48 hours, Lincherie said.

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The Lincherie Styling Center said it aims to offer women a “unique omnichannel shopping experience”.

“All models, styles and sizes are available to try on. This is quite spectacular, as regular stores often only have a limited selection of sizes and models they can show,” Lincherie told Ecommerce News.

Despite there being no physical stock, the store sells lingerie by luxury brands such as Marie Jo, PrimaDonna and Andres Sarda.




  1. Estelle said:

    Does the customer actually try on a physical bra, so they have one of every style in every size in stock, just not available to purchase there and then? Or do they ‘try on’ the bra virtually?

    • Sarah ClarkeSarah Clarke said:

      Hi Estelle, that’s right – the customer tries on a physical bra and then makes her order on an ipad. Many thanks, Sarah Clarke.


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