Journelle, a premier lingerie store has been an unqualified success. The New Yorkers have given it full support as it is opening its second New York City location in the heart of Soho’s shopping district. The new 1,800 square foot store is located at 125, Mercer Street. The store has been designed by Mario Ciuffarin who has taken design elements from earlier stores also. Apart from the signature Journelle deep purple the space is draped in dark wood and pops of bright white.
Claire Chambers, the founder of Journelle believes that her customer is a downtown everyday woman, hence her decision to open a store at Soho to be closer to her customer. The new store will stock over 50 brands. It will have elegant lingerie, bridal lingerie and will focus on emerging designers and edgier brands such as The Lake and Stars, Bordelle and Damaris.
Journell has stores in Manhattan and Miami, Florida. They have already planned four more stores for 2011. Journelle’s concept for the ultimate customer experience is concentrated on understated luxury. The spacious changing rooms and the personal guidance and advice from the staff makes the Journelle experience worthwhile for the customer. In just three years Journelle has established itself as the leader in the field.