Best Store USA : Trousseau, when less is more

Owners Sarah and Michael Wiener have coined a winning strategy based exclusively on in-person fit (no e-commerce!) in a small cozy setting offering the range of a department store. Located in the charming family-friendly town of Vienna (VA), in a neighborhood blending a relaxed suburban vibe with close proximity to Washington DC, Trousseau has a loyal following of generations who have benefitted from the in-depth knowledge and outstanding customer service of all their team, while also catering to the diverse requirements of a constantly changing community.

Can you tell us about your product range?
Specializing in bra fitting, we stock 5,000 bras and over 160 sizes. In 2010, we lost our entire store to smoke damage due to a fire in our shopping center. We completely restocked Trousseau with ten years of experience and product evolution, refining a discerningly selected, solutions-based collection of quality products including sleepwear and accessories.

What is your price range?  Moderate to high end.

What major advertising and marketing strategies do you use?
We are located in a bedroom community to the government, military and tech industry. We recognize that our area is constantly changing and growing. We also realize that we are a destination location for many people. We utilize a multifaceted advertising strategy leveraging word-of-mouth, community support, year round targeted regional print publications, radio ads, focused emails and social media to maximize local reach and brand visibility.

What do you feel is/are your greatest accomplishment/s?
Fostering a more compassionate world daily and uplifting our community (both literally and figuratively). Empowering and mentoring our team for a generation as well as being able to champion both local and international charitable causes.

As Best Store USA what do you feel is your greatest responsibility?
Continuing the legacy of excellence and service that we have established over the last 25 years.

What would you advise anyone opening a store not to do?Do not open a store or any other business without a clear, well researched and defined business plan that evaluates all requirements and possible eventualities. Your plan must determine your mission, evaluate finance and personal time commitments, be informed about your marketplace, location, customer base, marketing, local influences and have contingency plans in case your original concept does not work.

Where do you keep the prize?It is proudly displayed in the entrance to our store on our front counter, next to our Best Reference store award from 2007.

How did you leverage the prize to promote your business?
We acknowledge our Best Store USA status in all of our advertising and social media. Additionally, We have created a very attractive door size window screen announcing our win to our customers and neighbourhood.

 What does the Awards event mean to you and what is the significance of winning this award?
The event is a lovely vehicle for bringing the stores and vendors of the lingerie industry together. Receiving the award is industry acknowledgement of our hard work, partnerships and success over the last 25 years.