The 45-year-old, female-founded intimates and sleepwear brand has opened its first-ever storefront location, in New York City’s West Village neighbourhood.
Hanky Panky plans to expand its US retail footprint with the addition of 10 more stores by 2025. Designed with an immersive, social sharing-driven format, the 600sq ft store is designed to serve as a physical extension of the brand. It has a modern feminine look with playful twists, such as a “thong” wall featuring the brand’s signature panties in a wide range of bold colours and prints.
In a first for Hanky Panky, the store offers a “build-your-own-bundle” option, allowing customers to choose from a variety of top colours, prints and favourite styles. As collections launch, a selection of new styles will also be available for in-store purchase, to reflect a consistent consumer experience between shopping online and in the Hanky Panky store.
Plans for the store include the development and roll-out of engaging in-store activations, including an in-person iteration of the company’s successful relaunched lingerie cycle recycling program. The store will also host community events, and meet and greets for members of Hanky Panky’s loyalty program.
