Spa town means beachwear, but it also means a tailored lingerie offer, for customers that long for a certain well-being. Its’ been ten years that Catherine Fraigneau took over Au Bon Temps, a store in Yverdon-les-Bains where swimsuits meet underwear, ready to wear and nightwear. A clever selection and a range that covers all sizes from A to I. While she admits that shopping habits have changed since the Covid crisis and the boom of online shopping, nothing can replace the expert eye of a certified specialist. It’s to her that customers come to find the perfect fit, and styles that evolve with times and desires.

What’s the story behind Au Bon Temps ?

The store is located in the most beautiful street of the town. I took it over almost eight years ago but it had already existed for ten years. As it’s a spa town I sell a lot of beachwear, as well as lingerie, nightwear and ready to wear, but also medical lingerie. It’s important that women who have had breast cancer surgery can shop in a warm and feminine environment.

How has your offer evolve over time ?

A third of the shop used to be dedicated to ready to wear. I’m trying to reduce it and replace it with a type of lingerie that can be worn in any circumstance – such as silk slip dresses that can add a sensual touch to ready to wear. I’m trying to make it slide towards lingerie, rather than doing the other way round.

Tell us about the Salon International de la Lingerie: how long have you been attending, and what are your impressions of this session ?

I’ve always attended, it’s essential in order to get inspired, to see the trends and, above all, to be able to compare all the brands I work with within the same day. It allows for a very optimized buying session. This time, for the first time, I’m being accompanied by a personal shopper who helps me searching for a new brand of tights. It’s a very interesting experience that allows me to stay focus and to be introduced to brands in a more efficient way.

When it comes to buying, do you focus on brand loyalty or diversity ?

Some of my customers are very loyal to one brand – even though my goal is to always orient them towards the styles that will better fit their bodies. I also have a rule to only sell European brands. Our heritage and know-how need to be preserved, which also means supporting young brands. It’s not always easy because some of them have trouble standing the test of time. We have to keep a balance, in order to support them while guaranteeing our customers can always go back to something they liked.

Have you noticed any changes in your customer base ?

Lately it has diversified, towards more transgender women. This has led me to think differently about what I buy, when it comes to sizes and body types for example. This also allows me to develop and sharpen my expertise, to always make sure they feel welcomed in my store.