Spanx, the so-hip elastic shape shifters that reminded us what was good about girdles, now have their first retail boutique in the world, having opened Friday in Tysons I. And Spanx aren’t just for butts and guts anymore. “We have so many products,” founder Sara Blakely told Capital Business’s Abha Battarai. “We were bursting at the seams at a lot of department stores.”
And we all know there’s no bursting at the seams of a Spanx. Blakely has become very rich by marketing what was originally called, with a 19th century-style literalness, “the Footless Body-Shaping Pantyhose.” (“And I’ll take some of that ‘Disease Fighting Miracle Elixir’ too, gov’nuh!”) That was later shortened to the slightly less self-explanatory Spanx brand. Millions later, genius! Now they’ve got similar items for active wear and for men.
Jessica Alba, Gwyneth Paltrow, Oprah Winfrey and Katy Perry (and Jesse Tyler Ferguson of “Modern Family”!) are big fans, Blakely told USA Today, and people were lined up to get into the Tysons Spanx spot. Blakely told USA Today’s Ann Oldenburg that she planned to open more stores elsewhere. “World butt domination! No butt left behind!” Blakely reportedly said. To which Oldenburg added, “Appropriate phrase given her proximity to Washington.”