Shopping mall, shopping mall, Brastraps.com is built like a brick-and-mortar shopping mall … or, at least it will be starting Aug. 18 when the company opens its first kiosk in South Florida’s Broward Mills Mall.
And while Brastraps.com is by no means the first e-commerce concern to attempt the transition from an online-only operation to the brick-and-mortar world, it may hold the potential to cause the biggest stir in America’s malls since “As Seen on TV” proved the folly of “not sold in stores.”
“We are extremely excited about the launch of our very first Brastraps.com kiosk,” says Marketing Director Jeff Reis. “We hope this new kiosk will … provide education, advice and affordable options for the art of properly accessorizing using fashion bra straps.”
Now, being a guy, I had never heard of Brastraps.com — or knew that bra straps could be purchased sans bra — before the company’s press release landed in my inbox this morning. After all, guys buy underwear rarely, generally under duress, and never with a moment’s thought toward fashion or accessorizing.
But chances are that the women reading this item are not so woefully uninformed, as Brastraps.com has been around since 2001 and been featured in dozens of fashion mags. The company’s line includes 90 different straps that are priced from $8 to — I would not make this up — $45. There are plans to expand beyond the Broward Mills Mall in the near future.
So, guys, here’s an opportunity to score points with the wife or girlfriend:
“Hey, honey, let’s go to the mall. We’ll start at Victoria’s Secret — you said you needed bras — and then we can check out that new Brastraps place. You deserve to look your best, honey.”
She’ll be suspicious, naturally. So don’t get carried away and suggest lunch at Hooters.
