The Mooi Lingerie retail recipe
The two founders of the Dutch store tell us all about their successful trajectory and offer their advice for the younger generation.
Identity, consistency and transmission are three essential pillars of a successful retail recipe. Mary Van Dinther and Erik Van Doorn know a things or two about it : based in Utrecht, Holland, their Mooi Lingerie store has thrived for over 15 years, navigating through the crises and major sector shifts while maintaining a loyal customer base. Between two meetings at the Salon International de la Lingerie, they told us their story and gave us their advice on how to maintain a successful business.
What’s the story behind Mooi Lingerie ?
We started in 2007, right before the crisis. At that time, it was very difficult to get the proper brands to start a shop, so we worked with a buyers association for four years, until we were ready to go on our own. We are now a multibrands with beautiful names such as Aubade, Empreinte, Freya… We are a shop for fashion, but also for consistency, where you can always find the right style that suited you the last time, and can always get advice.
Marie Jo
Quelle est votre recette pour une boutique qui marche ?
De bonnes marques et de bons produits ! On essaye de ne pas proposer trop de choses, mais ce qu’on fait, on le fait bien. Quand on a démarré, les mères venaient avec leurs jeunes filles et leurs adolescentes. Des années plus tard, ce sont elles qui viennent acheter pour elles-mêmes ! Les attentes évoluent – on voit par exemple plus de demande pour les soutien-gorges sans armatures, les pièces confortables, différents types de dentelles… Il faut maintenir notre ouverture d’esprit, mais aussi celle de nos clientes pour pouvoir toujours les guider vers ce qui leur ira le mieux.
What’s your recipe for keeping a successful store for so long ?
The spirit is : good brands, good products. We try not to do too many stuff and if we chose to do something, we do it good. When we started, mothers came with their young daughters and teenagers. Years later, these girls now come and buy for themselves ! Expectations are changing – today lots of women want a bra that has no wires, comfortable pieces, a different take on lace… You have to keep an open mind, and to keep your customers’ minds opened as well, by always driving them towards what suits them best.
Quels conseils donneriez-vous à de nouveaux venus dans le secteur, pour profiter au mieux du salon ?
Si vous ne pouvez pas vous rendre à chaque session, choisissez celle où vous aurez du temps et l’esprit assez libre pour profiter de votre visite. Faites les choses à votre manière, avec votre propre identité, mais concentrez-vous sur les produits auxquels vous croyez vraiment, et faites attention à choisir des marques qui livrent rapidement. Le milieu de la lingerie est assez petit, donc cultivez vos relations : essayez d’entrer en contact avec les managers des marques et écoutez leurs conseils, car ils connaissent leurs produits mieux que personne !
What advice would you give to a newcomer, on how to make the most of the trade show ?
If you can’t make it to every session, chose the one when you’ll have enough time to visit with a clear mind. Do things your way, with your own identity, but focus on the products that you truly believe in, and make sure to choose brands that can deliver and take re-orders quickly. The lingerie scene is actually a small one, so work on your relationships, connect with the brand managers and listen to their advice, they know their products better than anyone !
