A local bra retailer is upsizing to a new headquarters after two decades selling women’s underwear in Cherry Creek.
SOL: Store of Lingerie, which opened at 3rd Avenue and Detroit Street in 1997, is moving to 6th Avenue at the end of the spring.
“It’s for our customers – convenience, accessibility and more SOL,” said co-owner Jeanie Peterson of the move, noting that the new location has a retail space that’s more than 1,000 square feet larger. “There’s parking and it’s just so much easier to get there,” she said.
SOL sets itself apart from larger retailers by stocking European brands customers won’t find at department stores, Peterson said. And it has eight store employees helping customers find the right fit.
While similar boutiques source from 80 vendors or more, Peterson explained, SOL buys bras from about 10 vendors to negotiate better prices and request custom colors.
Two-thirds of company revenue is from bra sales, she said. And with bras starting at $125 and going up to $250, SOL bras are in a different league from Victoria’s Secret bras priced between $20 and $75.
In October, SOL purchased a two-story law office at 3010 E 6th Ave. for $2.25 million after a decade-long search for a bigger retail space it could own instead of rent.
“Currently, the building is kind of ’70s-tastic,” she said, pointing out the lava rock on the building, which SOL purchased from personal injury law firm Coppola & Marlin. “We call it the ski chalet.”
Peterson hired Josh Comfort Development Services to make the spot resemble European architecture, replacing lava rock with stucco. Unbridled Contractors started construction in December.
Leuthold Commercial Properties helped SOL to find and buy the property. MidFirst Bank gave SOL a SBA loan.