In Adelaïde, Australia, she’s made a reputation as the lingerie French Touch. A former biologist turned “big boobs expert”, Alexandra learned the tricks working for Etam and Rouge Gorge, before opening her own multi-brand store in 2015. After ten years of efforts and a double-digit growth, she doubled her floor space and now has a turnover close to a million Australian dollars. A lesson in business and persistence that she came to deliver at the Salon International de la Lingerie. Here are her 5 major tips on how to successfully launch a store.

Know your market

“My first big mistake was that I didn’t know my market and thought that an Australian audience would want the same products as a French one. You need to learn about your target : is she from the city, is she young, is she conservative… Take the time to gather information before your first buying session.”

Find a niche

“When I started, I wanted to offer all types of products, in all sizes. It was a marketing mistake because everyone actually means no one. When I realized I was barely selling A, B and C cups, I refocused my offer on deep cups and rebranded myself as a big boobs expert. This has enabled me to compete with department stores that don’t offer these sizes, and to generate a small buzz.”

Start small and manage your budget

“Your business won’t take off straight away, so you need to start small. When I started, I was dreaming of a 100 m2 place with a 300 000 dollars turnover in the first year – I ended up not even making 130 000. You need to budget things properly : invest your own money if you can, make sure you can actually pay for your stock and for several months’ rent in advance, and accept the fact that you won’t be able to make money for yourself immediately. I was only able to pay myself a salary after one and a half year.”

Manage your stocks and your relationships with suppliers

“Start with some basics – a few styles in white, black and beige, and don’t order too many quantities. Once your customers are accustomed to these styles, you’ll be able to offer color variations in pre-order. This will avoid pre-ordering products that you’re not sure you’ll be able to sell. As a new client, suppliers will ask you to pre-pay your orders, but if you prove to be a good payer you’ll have a better chance to negotiate and to get discounts later on, when you have the proper cashflow.”

Listen to your customers

“You can’t please everyone, but customer feed-back is crucial. What do they like ? What are they looking for ? What do they feel is missing from your store ? You have to always listen, without trying to satisfy everyone but always taking their expectations in consideration.”