View details of this raise on Seedstage

Philadelphia, PA

Building an inclusive bra fitting retailer by launching and scaling a private label lingerie collection.

• Private label collection development: The funding supports the development and production of a proprietary lingerie line intended to replace wholesale dependence with exclusive product offerings.
• Inventory and launch readiness: Proceeds are allocated to expand inventory depth, including retail stock and launch inventory, to support broader size and style availability.
• Product development and marketing: The business uses the proceeds to advance product development and marketing initiatives to introduce and scale the private label collection across channels.
• Fitting-led customer experience: Expect Lace maintains one-on-one fitting consultations and customer education as the core service for inclusive sizing from 30A to 42J.
• Multi-channel retail model: The company operates through both a Philadelphia storefront and an e-commerce presence to serve local and national shoppers while expanding in-house offerings.

Expect Lace is raising funds to shift from a traditional wholesale retail model to a higher-margin, brand-driven business by developing and producing a private label lingerie collection. After more than eight years of bra fitting sessions and direct client feedback, the company has identified product needs not fully met by its existing assortment. Private label production is designed to reduce dependence on wholesale purchasing and to sell proprietary styles through the company’s storefront and e-commerce channels. The proceeds also support inventory depth for retail and launch stock, plus product development and marketing needed to introduce and scale the collection. Equipment and store experience improvements are included to preserve a consistent fitting environment as in-house offerings expand.

In Philadelphia, Expect Lace operates as a multi-channel lingerie retailer. The company focuses on inclusive sizing from 30A to 42J and pairs a curated selection of third-party bras with one-on-one fitting consultations. Appointments emphasize fit accuracy and customer education, grounded in knowledge of bra construction and comfort. A small-format retail strategy helps keep overhead controlled while sustaining personalized service. Shaw Lewis leads the company vision and growth, while a dedicated team manages daily operations, merchandising, trend analysis, and private label concept development. By combining in-house product development with expert fitting, Expect Lace plans to offer exclusive intimate apparel not available through other retailers, maintaining its fit-led shopping experience.

Company Info

Expect Lace provides professional bra fitting and inclusive lingerie in Philadelphia and online while developing proprietary private-label intimate apparel.

Expect Lace is a Philadelphia-based lingerie retailer specializing in professional bra fittings and an individualized shopping experience. It carries bras and intimate apparel in inclusive sizing from 30A to 42J, supported by customer education and fit-focused consultations. The business operates through both a physical storefront and an e-commerce platform, alongside a curated mix of trusted third-party brands.

In addition to its retail assortment, Expect Lace develops proprietary private-label product lines informed by direct fitting feedback and ongoing customer input. The model emphasizes service accuracy and practical everyday comfort for women of all ages, while using smaller-format retail operations to keep overhead controlled. This approach blends product knowledge, guided selection, and in-house design capabilities across in-store and online channels.