Lingerie brand Hanky Panky opens first physical store

Hanky Panky has entered the brick-and-mortar space.

The 45-year-old, female-founded intimates and sleepwear brand has opened its first-ever storefront  location, in New York City’s West Village neighborhood.  

Hanky Panky plans to expand its U.S. retail footprint with the addition of 10 more stores by 2025. 

Designed with an immersive, social sharing-driven format,  the 600-sq.-ft. is 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 colors 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 colors, prints and favorite 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 Lingeriecycle recycling program.  The store will also host   community events, and meet and greets for members of Hanky Panky's loyalty program. 

"Hanky Panky has been a staple in the industry and in women's lives for more than four decades and we're so excited to announce we're officially opening our doors, which will truly bring the brand to life," said Brenda Berger, CEO of Hanky Panky, which was founded in 1977. "Giving our consumers products that set the tone for their day and make them feel their best selves has always been at the core of what we do, and we're thrilled to be able to do that in a whole new, more personal way."

As the brand expands its physical footprint, each store will bring direct contact between Hanky Panky and its community, designed specifically to bring a more human digital experience to the retail landscape, the company said.

Hanky Panky partnered with Leap — a platform that helps online brands expand in the physical space  — to open its first retail store, reported Women’s Wear Daily.  Berger told WWD that while the brand has 45 years of manufacturing [experience] and wholesale partnerships and a digital flagship,  it is new to physical retail.

“We felt that in order to do our first foray [into retail] we wanted an established partner that could help us lean into areas where we don’t have that internal expertise,” she said in the report. So it just made a lot of sense to partner with them so we could focus on our brand and marketing the product and the visuals and the communication with the consumer and have Leap manage all of the operating details.”

Currently, Hanky Panky has a presence in 60 countries, with plans to soon offer international shipping.