True&Co. Lingerie Store Hits the Road

February 14, 2016 by admin
Filed under Latest Lingerie News

Exterior of TrueCo.’s mobile boutique

Michelle Lam calls it “nomadic retail.”

A trailer outfitted with a boutique will bring her e-commerce lingerie brand TrueCo. to cities across the United States this year.

On Feb. 10, the 24-foot-by-8-foot mobile boutique, called “The Try-on Truck,” parked outside Wanderlust Hollywood, a yoga studio and community center in Los Angeles. With the backdrop of a party atmosphere where wine and organic food was served.

MOBILE-SHOP FLOOR: Shopping in TrueCo.’s mobile boutique

Since the company started in 2012, TrueCo.’s customers have taken the body-type quiz online. But a mobile boutique gives the brand’s loyal shoppers a chance to shop in a place devoted to TrueCo.’s merchandise and aesthetic.

“We’re building a female shopping experience,” Lam said. “It’s a comfortable place where they can talk about what they like about their bodies.”

One of the truck’s windows displays selfies that visitors took of themselves in The Try-on Truck.

The interior features cushioned alcoves where shoppers can take TrueCo.’s quiz with one of the mobile shop’s fit experts. The center area displays the brand’s products, and on the edges there are fitting rooms where lingerie can be tried on.

The mobile boutique’s tour started on Jan. 7 in San Francisco. Shoppers can make an online appointment for a 30-minute consultation with a fit specialist. The truck also accepts walk-ins too, said Ashley Fattig, the mobile-store manager. Some lingerie can be purchased at the store. It also sells items such as candles.

THE QUIZ: Ashley Fattig, TrueCo.’s mobile-store manager, pictured right, conducts a TrueCo. fit quiz on the brand’s Try-on Truck.

Lam declined to say how much it cost to build the mobile boutique. But she worked with Spiegel Aihara Workshop, a prominent San Francisco architecture firm, and Mobile Office Architects, with bases in Santa Barbara, Calif., and Brooklyn, N.Y. The truck was inspired by the tiny house movement, which seeks to cut the carbon footprint and space that residences use.

Lam plans to make the mobile boutique’s tour a permanent one.