BOI’S choice : The Rack Shack, a delightful adventure

05 May 2025

Owned by Laura Henny, this vibrant boho-chic boutique has been making its mark in the heart of East Williamsburg for years.

The diverse and welcoming area is a vibrant hub for queer nightlife, making it the perfect spot for a non-judgmental and fun bra shopping experience. The Rack Shack caters literally to everybody, from teenagers to grandmothers, from hipsters to drag queens, burlesque dancers and everyone in between.

Can you tell us about your product range?
Our products are primarily focused on funky and fun lingerie. While we do carry some basics, I opened the store out of frustration with the lack of unusual, pretty and sexy options available in my size, even though I am a mid-sized person. I wanted to change this narrative. I select brands based on size range, aesthetic, and customer demand.

What is your price range?
We carry a mid-price range. Bra’s go from $55 to $95, lingerie from $45 to $200.

What major advertising and marketing strategies do you use?
We advertise on Yelp and in local magazines. However, due to the nature of our products, many of our attempts to advertise on social media are rejected. Luckily, we have a loyal following that helps us spread the word by sharing their images. Many of our customers also find us through Reddit. We email all of our in-store customers to encourage them to review us on Yelp and Google, which has helped us accumulate over 300 five-star reviews and attract new customers. We also collaborate with local businesses and influencers.

What do you feel is/are your greatest accomplishment/s?
Winning the BOI Award, of course! We are also very proud to have been featured in The New York Times and LifeKit by NPR.

As a BOI’s Choice winner what advice would you give to anyone thinking of opening a lingerie store?
Be different, stay authentic, and follow your passion. However, it's also important to listen to your customers and be willing to adapt and grow.

What is something you suggest stores should not do?
Don't limit yourself to a specific size range. While it may be more expensive to carry a wide range of sizes, it's a good business decision that allows you to cater to a larger customer base.

Where do you keep the prize?
On the checkout counter for everyone to see!

How did you leverage to prize to promote your business?
We let everybody know by sending an email to all our customers, shared photos on social media, and mentioned it in our social media bios and website.

What does the Awards event mean to you and what is the significance of winning this award?
The event is always an amazing evening to be a part of. The industry is incredibly supportive, and I love celebrating with everyone, whether we win or not. I've attended the Awards event at least six times in the past nine years that The Rack Shack has been open, and it's a night for my husband and me to celebrate our hard work and joy.
Winning this award was an incredible honor. It felt like validation for our unique approach and a recognition of our efforts to create a welcoming space for all. Sometimes I feel like the odd one out, doing things my own unconventional way. Winning this award made me feel understood, like the industry recognizes my vision. It meant the world to me.