Expect Lace

About the offering

Expect Lace is a Philadelphia-based lingerie retailer that has been in business for more than eight years. The company specializes in professional bra fittings and inclusive sizing, offering intimate apparel in sizes ranging from 30A to 42J. It operates through a multi-channel model that includes a physical storefront and an e-commerce platform, serving both local and national customers. The business emphasizes a personalized, service-driven shopping experience built around customer education and fit accuracy, including one-on-one consultations. Expect Lace currently carries a curated selection of third-party brands and is in the process of developing proprietary, in-house product lines to be sold across its retail and digital channels. The company uses a small-format retail strategy to maintain operational efficiency. The business has received notable recognition, including being named Best of Philly and being featured in national and regional media outlets such as InStyle Magazine and Philadelphia Magazine. Industry publication Vesta Intima has also recognized the company for its professional fittings and product expertise. The current fundraising campaign is structured as a debt offering under Regulation CF, with a funding goal of $50,000 to $75,000 at a 14% interest rate over a 60-month loan term. The proceeds are intended to transition the business from a traditional wholesale retail model to a higher-margin, private-label brand strategy. Current wholesale retail margins average approximately 40%; the company anticipates margins of 70%–80%+ with private-label manufacturing. Use of funds is allocated as follows: 60% toward private-label product development and production, 13.33% for inventory investment, 10.67% for marketing and brand launch, 9.33% for working capital, and 6.67% for equipment and store experience enhancements.

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