Absolutely Lingerie
Gerry BuildingTemporary space, Suite 501(310) 289-8044
Basic bras don’t exist in Souad Selmi’s Absolutely Lingerie showroom. As a distributor for European lingerie brands Millesia, Nina Ricci, Christian Lacroix, John Galliano, Kenzo, Rosapois, Valery, Le Chat, Claudie Song and Sonia Rykiel, Selmi’s showroom roster is pure fashion.
Selmi became familiar with fine lingerie through her family’s business. Her uncle was a lingerie manufacturer in Paris. When Selmi traveled from her home in Paris to Los Angeles to visit friends, she had difficulty finding lingerie other than that offered by Victoria’s Secret. “I was looking for lingerie, and I couldn’t find something that I liked, so I said, ’They don’t have any lingerie here,’” said Selmi, who counts Millesia as one of her favorite brands.
Selmi started her showroom, distributing French brands Millesia and Nina Ricci in the United States. Two years later, Selmi has 10 brands on her roster.
Although the weak dollar and strong euro have made European brands pricy for the American customer, Selmi said buyers and their customers will splurge on a quality product. “Most of the customers who order, they will reorder each season. hellip; Even if there is a difference of $30 between one brand to another one, I think the customer doesn’t care. If it fits good, if they love it, they will spend on the Millesia bra.”
Wholesale price points throughout the showroom range from $35 to $135 for bras and from $25 to $59 for panties.
Bestsellers for Fall ’08 have been sheer lacy bras and demi-cup bras. “We sold more demi and lacy bras than push-ups,” Selmi said.
Absolutely Lingerie is exhibiting at the Boutique Lingerie show in the Gerry Building during the March 14–17 run of Los AngelesMarket Week . The permanent showroom is located at 8570frac12; Melrose Ave. in West Hollywood, Calif. —Rhea Cortado
