LINGERIE STORE BUSINESS PLAN

I. Executive Summary

Company Description

Aurelle (from French auréole, meaning halo) is a premier boutique retailer launching in Q2 2026 in a major U.S. metropolitan area, operating in the specialty apparel and intimate apparel retail sector. We sell luxury lingerie and nightwear designed for comfort and elegance, backed by expert fitting and personalized styling. Our product mix includes structured bras, soft-cup everyday pieces, sleepwear, and curated seasonal collections sourced from high-quality suppliers. We position on fit, fabric, and finish rather than mass discounting. One clear line: we sell confidence through better fit and fabric.

We combine high-touch in-store consultations, certified fitters, private styling appointments, and a data-driven inventory system to keep SKUs lean and turnover high. What sets us apart is the blend of boutique service with inventory analytics that reduces markdowns and improves margin, plus sustainable packaging and repair options. Target customers are professional women aged 28–50 with household income above $100,000 seeking premium fit and lasting pieces. Short-term goals: open flagship, reach break-even within 12 months, 35% gross margin. Long-term goals: three-store cluster and profitable DTC channel by year three. One clear line: we measure success in fit rates, repeat purchase, and margin, not foot traffic alone.

Problem

Many women encounter a sterile, transactional experience when shopping for intimate apparel: staff lack technical fitting expertise, sizing recommendations are often incorrect, and garments frequently cause physical discomfort. Customers also struggle to find pieces that combine functional support with aesthetic appeal and miss personalized guidance that builds confidence.

Existing large-scale retail formats treat lingerie as a quick sale rather than a consultative service, leaving a clear gap for a boutique that offers expert fittings, personalized styling, and a wellness-focused shopping environment. There is a market need for a high-touch retail space that restores fit, comfort, and confidence.

Solution

We provide a sophisticated boutique environment in Austin, Texas that fixes the common mass‑market failures in intimate apparel: impersonal service, poor fit, limited curated choices, and insufficient privacy. Certified bra fittings and personalized styling pair with a premium, comfort‑first product mix to deliver better fit, fewer returns, and higher customer confidence.

One clear outcome: customers leave with properly fitted bras and coordinated pieces tailored to their body and style, turning a frustrating chore into a repeatable, high‑touch ritual.

Mission Statement

Our mission is to empower every woman by providing a personalized and expert shopping experience that enhances confidence and comfort through the highest quality intimate apparel and technical fitting expertise. We commit to building long-term relationships in a welcoming, private, and data-informed boutique environment while redefining lingerie retail standards through service excellence and deep client understanding.

Key Success Factors

Critical drivers that will determine operational and financial success.

• 45% repeat customer target by 2030 to stabilize revenue and lower acquisition cost.
• Expert fitting service that ensures high customer satisfaction and low return rates.
• Robust CRM and POS to manage inventory and personalize the client experience.
• Prime location and luxurious store design to attract women aged 25–55.
• Disciplined financial path to $1,022,000 EBITDA in year five as the profitability milestone.

Financial Summary

Key financials show a planned 2026 launch, initial negative EBITDA, breakeven in June 2028, and full payback in 53 months.

Funding need: minimum cash required $466,000 (minimum cash month: Dec-28). Anticipated returns: ROE 0.88, IRR 0.02%, payback 53 months, breakeven Jun-28.

Overall outlook: the boutique reaches profitability by year three and produces positive EBITDA and investor payback within five years.

Funding Requirements

Seeking $848,000 to cover capital expenditures, the 30-month operating shortfall, and the required cash buffer.