Hanky Panky Opens First Standalone Store

a store front at day

Female-founded lingerie brand Hanky Panky is opening its first brick-and-mortar store, situated in New York’s West Village neighborhood, at the end of August. Located at 370 Bleecker St., the store will offer a curated assortment of Hanky Panky's signature styles and a new shopping experience with playful twists. 

Spanning 600 square feet, the Hanky Panky store includes a thong wall showcasing a range of colors and prints positioned in the center of the store. According to a media release, the store features an “open and inviting” design with customized "Y" features from the lingerie brand’s logo meant to mirror the look of its popular thong waistband.

Born and crafted predominantly in New York, Hanky Panky’s first permanent physical presence aims to celebrate the community. The brand plans to expand its overall U.S. retail footprint with 10 more stores by 2025. 

The Hanky Panky store aims to reflect the brand ethos and serve as a physical extension of the brand. The opening will debut all-new, in-store exclusive offerings for consumers, including a build-your-own-bundle offering a variety of top colors, prints and fan-favorite styles. 

The first location, opening Aug. 27, offers a “feminine, playful and premium open closet” where everyone can feel at home, according to the release. Plans for the store include the development and rollout of engaging in-store activations, such as an in-person iteration of the brand’s successful relaunched Lingeriecycle recycling program, as well as hosting a series of intimate, in-store community events, and meet-and-greets for Hanky Panky loyalty members.

"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, in the release. "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."

Hanky Panky says it is focused on expansion that gives more shoppers access to unique offerings and brand experiences. “Each store will bring direct contact between the brand and its community, designed specifically to bring a more human digital experience to the retail landscape,” the release said. Currently, Hanky Panky has a presence in 60 countries, with plans to soon offer international shipping in the near future.  

The New York store offers an assortment of lace, comfort, special occasion and bundled panty packages from the brand's extensive product portfolio of celebrity-endorsed panties, bralettes, lounge, sleepwear and thongs. As collections launch, a selection of new silhouettes will also be available for in-store purchase.

To hype up the store’s opening, Hanky Panky will have a mobile unit with exclusive promos and a Lingeriecycle activation for consumers on Saturday, Aug. 27.