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Can Spanx Stores Fit Into America's Malls?

Can Spanx Stores Fit Into America's Malls?
Courtesy Spanx

Katy Perry says she feels fat without them. Gwyneth Paltrow famously doubled up after the birth of her first child. So Spanx, the “problem-solving” underwear brand, is definitely riding the celebrity train. But can it take on Victoria’s Secret?

Spanx founder Sara Blakely, a protégée of Sir Richard Branson, is gambling that women’s growing openness about their bodies will propel the undergarment company beyond department stores into dedicated storefronts. The first Spanx store, a 1,200-square-foot boutique, opened on Nov. 2 in upscale Tysons Corner in McLean, Va., followed by another in King of Prussia, Pa., on Nov. 9. A third store is coming soon to Paramus, N.J.