Inverurie lingerie boutique moves to Aberdeen because of city demand

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One of the only independent lingerie boutiques in the North-east has relocated to the west end of Aberdeen to meet demand of customers in the city centre.

De-Zire lingerie boutique, which was launched in 2008, has recently made the 15-mile move from Inverurie to a new outlet on 36A Thistle Street.

The west-end property, which is located close to Union Street, has been completely refurbished to fit with De-Zire’s boudoir style and showcase the firm’s exclusive ranges that are not widely available in large high street stores.

Run by North-east businesswoman and ‘lingerie queen’, Susan Evans, De-Zire has also welcomed new business partner, Stephen Morrow, who is also the sales manager of French lingerie brand, Maison Lejaby, which is stocked in the boutique. Stephen will be a silent partner in the business, working closely with suppliers, as well as supporting Susan with overall business operations.

De-Zire is now one of the only lingerie shops in the city and the North East of Scotland, exclusively supplying the area with luxurious lingerie brands for over six years. Since opening the boutique, the family run business has been dedicated to providing outstanding customer service, which has been recognised in local and national UK industry awards, and 2013, De-Zire secured the best UK lingerie shop at the Stars: Underlines Best Shop Awards.

Boutique owner Ms Evans, said: “De-Zire has been on the go for over six years and we have developed a good reputation and loyal client base, which included many customers travelling from Aberdeen. At the end of last year, many of my clients were asking when I was going to bring De-Zire to the city, so I decided to make 2015 the year.

“My vision when I first launched the business was to provide women in the North-east with correctly fitting underwear that is suited to their individual build, size and shape. Today is no different, as I aim to educate about the benefits of a correctly fitting bra and change the attitudes of woman and young girls towards lingerie shopping, complete with outstanding customer service each and every time to calm any nervous shoppers.

“Stephen brings a wealth of industry knowledge and contacts which will be invaluable for the business and my customers as we continue to expand our offering and ranges in store. We have been here for less than a month and we are already experiencing an increase in sales with a 25% rise in new customers, so I truly believe the move will be transformational for De-Zire and our customers.”

Director, Stephen Morrow, said: “I have worked with Susan and De-Zire for a number of years on a supplier basis and I saw how hard she was working to bring something unique to the North-east. As with any small business, there are highs and lows and after forming a strong relationship with Susan, I decided I wanted to get involved with De-Zire and support her vision. I am very excited about the new premises in the city centre, as it is a thriving marketplace that will suit De-Zire’s exclusive offering perfectly.”

De-Zire stocks a range of both quality and affordable lingerie brands covering cup sizes from A-G, including Maison Lejaby, Aubade, Charnos, Piege, HOTmilk, and DKNY lounge sleepwear, with Prima Donna soon to be stocked in the very near future. Boutique owner Susan Evans is a qualified bra fitter and has a team of trained staff on hand with their expert eye to make sure customers are fitted to the highest possible standard. To book your appointment, please call the boutique on 01224 643005.

FG Burnett, the Scottish commercial property consultancy secured an initial three-year lease for De-Zire.

The ground floor unit was put on the market for just two weeks prior to the new lease agreement being put in place – signalling the continued demand for well-located retail space in the Granite City.

Richard Noble, Director at FG Burnett comments, “Where there might be a perception by some that the retail market, particularly in Aberdeen’s city centre, is deteriorating, from our experience we can show that this is not the case.”

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