BRABAR's goal is to service teens of all ages and take the guesswork out for mom, founder Wendy Herman said. Opening a store afforded the opportunity to provide an intimate and interactive experience, directly educating moms and daughters, Herman said.
"We were outgrowing our space and needed a home base," she said. "When the space at Menlo Park became available, the idea of a concept store and development in the same location provided a unique and amazing opportunity to interact directly with our customers in my local community.”
Following many years in the intimates’ industry, Herman found that there were limited product options for extended sizing that offered support, especially for teenage girls. After knowing that eight out of 10 women are wearing the wrong size bra, she sought out to create a brand that provides education on this issue early on and now offers a destination for teens to immerse themselves in a new shopping experience.
Unlike any other bra or lingerie store, it is merchandised and designed to shop by band size, Herman said.
A bra should hug the rib cage and should not hang from the shoulders, she said.
"For the best fit, the bra band should feel snug," she said. "Many teens have rib cage measurements smaller than 32 inches and are sister-sized into wearing bras that do not fit. At BRABAR, we are offering teens fashion, comfort, and support for band sizes as small as 28 and suitable for cup sizes from AA to DDD+. We aim to fit teens in bras they love and feel good about wearing."
The store features a service bar where customers will be greeted by a BRABAR associate and directed to shop by their desired band size instead of by cup. Customers can personalize their shopping experience with complimentary onsite fittings at The Fitting Lounge, giving them the opportunity to learn how to be measured properly, while continuing to shop and try on in privacy. A full assortment of the brand’s HUG collection, as well as the new Comfy Undie Collection, is available in various colors and sizes at a price that ranges from $30 to $38.
Bob Makin has won 11 New Jersey Press Association Awards and four Best of Gannett Awards. A news veteran of nearly 40 years, Makin covers business and entertainment. Contact him at 732-565-7319 and firstname.lastname@example.org.