Spanx store promises ‘jiggle free’ grand opening

Retailers have been known to employ all sorts of clever devices when commemorating a grand opening, but shapewear retailer Spanx takes the practice to a new level.

Home Depot was known to saw a board in half in lieu of a traditional ribbon cutting and outdoor retailer Gander Mountain once had an archer with a razor tipped arrow sever the ribbon. When Spanx opens its fourth retail location on April 11 at the International Plaza mall in Tampa the company plans to commemorate the occasion with a hosiery cutting as part of a “jiggle-free jubilee.”

“We are so excited to announce the opening of our fourth Spanx retail store. It is especially meaningful to me because I grew up shopping at International Plaza, now I can share Spanx with my hometown and the community that supported me from the beginning,” said Spanx founder Sara Blakely.

Official opening day festivities kick off with a presentation and hosiery cutting with the first 100 shoppers to arrive at the store given the opportunity to choose a complimentary problem-solving product from the “Tower of Power,” which houses packaged Spanx products from shapers to pantyhose ranging in retail price from $26 to $38. In addition, “Shaping Spree” cards valued at $100 will be raffled off throughout the opening day.

Spanx products are available in department stores and online, but the brand’s newest outlet will also feature a variety of on-trend apparel, active, swim and men’s wear.

“Whether shoppers need to stay smooth underneath a form-fitting dress, eliminate unsightly VPL (visible panty lines) or want the latest in denim, Tampa’s new Spanx store will offer a flattering solution to any fashion dilemma,” according to the company.

Inspired by the brand’s uniquely supportive products and larger-than-life personality, Spanx’s space was designed with comfort, function, fashion and fun in mind. Splashes of Spanx red, lucite finishes and high-gloss lacquer evoke high energy and even higher style, while feminine furnishings help to create a chic, cozy setting, according to the company. Spacious yet intimate fitting rooms with oh-so flattering lighting make baring it all more than bearable and upbeat music invites celebratory “Thanx Spanx!” booty shakes, according to the company.

“I didn’t want women to walk out of the dressing room wanting a cocktail,” Blakely said regarding the importance of the fitting room atmosphere. “Our stores are a place where women can come together and be honest about their wardrobe woes. Spanx is a store where everyone knows your name... and your bra size!”