Busenfreundin (Germany)

23 October 2024

In the northwestern town of Gelsenkirchen, not far from Dortmund, in the heart of a flower lined pedestrian street, Angela Dieler took up the challenge of opening her lingerie concept store in the midst of a pandemic. And she succeeded with flying colors!

After more than 20 years experience in sales, as well as the textile sector for bodywear and sportswear brands, Angela Dieler unveiled her lingerie concept store, a project that had been in the back of her mind for several years.

Busenfreundin opened its doors in May 2021, proving to be heaven sent for the people of Gelsenkirchen and the surrounding area, as independent lingerie shops here are a rarity. With so many in search of expertise, professional advice and, of course, quality offer, the boutique was quick to win over a diverse clientele both in terms of age and needs.

Angela designed the entire layout herself, assisted by a visual merchandiser and a carpenter for the furniture. The decor is characterized by intense black furniture and displays, effective lighting solutions, a designer spiral staircase and touches of old pink.

Products are exhibited in a particular and rather atypical way for a lingerie boutique: each option - style or color - is displayed in only two or three items in the store, everything else is stored inside drawers; products are presented in color capsules, with lingerie sets placed alongside nightwear, swimwear and beachwear, creating total looks that encourage impulse and set purchases. And so as to not leave anyone uninspired, the offer is rounded off with body care products and home accessories.

A well-stocked bar area serves clients and partners who can take it easy as they wait!

We love the superb, ultra-chic glossy flooring and the small bar area, where customers can treat themselves to a cup of coffee or a glass of Prosecco!

AMONG THE BRANDS OFFERED
Lingerie sets Amoena, Aubade, Conturelle,Cosabella, Hanky Panky, Hanro, Love Stories, MarieJo, Montelle, PrimaDonna, Stella McCartney, Stripe & Stare, Underprotection, Simone Pérèle, Empreinte, Lisanza, Paladini Men's Blue Lemon, Hanro, HomNightwear Blue Lemon, Hanro, Luna di Giorno, Marjolaine, Pink Label, Pluto, Radice, Twin-Set, Weiss,Yellamaris Swimwear Charmline, Hot Lava, Iodus,Karl Lagerfeld, Lidea, Maryan Mehlhorn, Mymarini, Watercult, Melissa Odabash Divers Meraki, PeterDahlenburg, Simone Bruns Cashmere Couture, Repeat Cashmere, Caterina D., Bag All, 224 Gin, Palms Style

Sales area: 1260 sq.ft
Number of stores: 1 (Gelsenkirchen)