Chelsea Manor Revealed!

by Luis Paredes

6am, Nov 16, 2009

The mystery is over: Chelsea Manor is actually a boutique-style lingerie store set to open this December at Westfield Fashion Square in Sherman Oaks, California.

According to Houman Salem, founder and chief executive of the Salem Holdings Company (parent company to Chelsea Manor), Chelsea Manor, as a store, will emphasize high-end customer service and features a modern gothic interior design and architecture to promote the darker and more sensual side of intimacy. Service, at Chelsea Manor he said, focuses on product knowledge and overall customer support.

The store comes to consumers as a result of a partnership between Salem Holdings Company and Westfield LLC, operator of malls and retail properties around the world.

“We feel the Chelsea Manor brand is a fresh new concept and is well positioned for growth within our shopping center,” said Theone Miller, Marketing Director for Westfield Fashion Square.

Chelsea Manor is also poised to introduce its own private collection of over 50 styles of lingerie and intimate apparel. In addition, the stores will carry other notable brands such as Cosabella, La Perla, Sophie B, and Biatta. “By bringing the Chelsea Manor boutique-style retail concept to shopping malls, we are proud to say that we are the world’s first ‘Mainstream Boutique’,” commented Salem.

For weeks, Salem kept his friends and colleagues within the Lingerie Industry guessing about Chelsea Manor.

Was she a new designer? A new manufacturer? And why was Chelsea so friendly with Houman?

A vague, but intriguing website, a seemingly random Facebook friend request by Chelsea Manor herself, and a few clues sprinkled by Salem helped generate industry buzz.

Now that the secret is out, Salem noted that the goal is to open an additional five stores by the end of 2010 in Southern California with the ultimate goal of opening 75 stores nationwide by 2013.

More information at www.chelsea-manor.com