New Hero: Laura Henny
Laura Henny strikes a pose at The Rack Shack Brooklyn.
AURORE sat down with inclusive lingerie store owner, Laura Henny, of @therackshackbk to discuss her journey opening a bra boutique, her merchandising process, and where the lingerie industry can improve and expand.
What inspired you to create The Rack Shack?
I have a fuller bust, and I always had a hard time bra shopping when I was younger in the Netherlands—I’m sure other people with bigger busts can relate! I thought that in New York, it would be so much better because New York is a city that is supposed to have everything. But when I arrived here, I was bra shopping, and it was still pretty hard. You have wonderful stores in New York, but still, you have to go to specialty stores for larger sizes, you can't just go to a cute boutique. I always knew I wanted to start my own business, I just didn't know exactly what it would be. I began hearing from other people that also had a hard time finding bras. So I was like, okay, you know what? I'm gonna do it!
What’s unique about The Rack Shack’s offerings?
We specialize in carrying over 150 bra sizes, and pride ourselves on being sex-positive and super queer-friendly—specifically being a welcoming space for transgender fittings. A lot of trans women come to us for their first bra which is a really special experience we’re honored to be a part of. I consulted on fit for a bra designed specifically for trans women made by Madalynne, who creates DIY sewing patterns for lingerie and handmade products.
We cater to sizes ranging from very petite to very plus size in sexy lingerie. I’ve fit thousands of people by now and I can tell someone’s size just by looking at them.
Often times larger sized bras aren’t very modern feeling—we don’t carry much like that. Only lingerie that makes you feel good and true to yourself, that is fun and sexy.
What challenges did you encounter starting your business?
So many challenges come with starting a business, especially without any prior experience. It's my first business ever, and I'm discovering everything, including how to start an LLC.
To specialize in size inclusivity, the inventory, especially with bras, is tricky. I offer sizes up to a 48 K cup and even above. The challenge was definitely managing the inventory, avoiding over-ordering, and learning the business side of things. Starting with minimal funds, I had to focus on the essentials and rely on free publicity since hiring a marketing person was beyond my budget.
The location I'm in now is not the first; I started deeper in Bushwick, which was a more residential area, making foot traffic scarce. This was intentional to some extent, as I aimed to be a destination spot for those searching for a boutique with hard-to-find sizes. But I appreciate my current location right off the L because it attracts more passersby.
The Rack Shack Brooklyn
How do you approach branding and marketing in an industry known for perpetuating impossible beauty standards and body types?
Navigating the challenges of advertising in the lingerie industry, which often involves flagged content and censorship, requires a delicate balance. While social media platforms like Instagram can be restrictive due to their algorithms, they also offer opportunities for free publicity. Despite frequent shadow-banning, using the platform to showcase normal bodies in the products has been a successful strategy—our actual customers often share photos of themselves looking and feeling good in their purchases. Customers and friends modeling our products has helped in creating an authentic brand image.
When choosing pieces from other companies, what criteria do you consider, and what values or goals are you looking for in a company?
I love supporting local and especially women and queer-owned brands like Cantiq, Thistle & Spire, Lovelorn Lingerie, Chaos Theory, and Elias Gurrola. I always consider size ranges, aiming for inclusivity. I also consider quality and fit because ultimately that’s what informs how a piece feels on your body.
Do you have a favorite piece among the lingerie you carry?
I love robes because they can make your everyday feel special and over the top glamorous. Right now, my favorite piece is this new Thistle & Spire robe, it's very dramatic. It's black sheer mesh with an ostrich feather rim.
Reflecting on your journey, are there particularly rewarding or memorable moments?
So many highlights—definitely, when I was quoted in a New York Times piece on Polish bras, that was pretty awesome. I’m one of the few lingerie boutiques in New York to carry Polish bras, which are well regarded for their excellent fit and construction, especially for larger busts. It was a significant moment that brought my business to the next level.
Right before the pandemic, I had an artist-in-residence staying with me in my apartment. She's from the Netherlands, and in my old location, I had a basement where she was creating an art installation. I was assisting her with paintings, and I recall telling her and my friend that if I had been 18 years old and known in the future I would have a lingerie store in New York City with an artist-in-residence, I would think I was the most badass woman ever.
Good press is always a highlight. I was on the NPR podcast Life Kit the other day, which is also pretty exciting.
What is the most significant lesson you've learned from owning your own business?
I think listening to your intuition and going with your gut is crucial. You can analyze all the numbers and facts, at the end of the day, you know what to do.
Looking at the industry as a whole, is there anything specific you'd like to see more changes towards or more people advocating for?
The world of bras and lingerie is peculiar because while lingerie is often associated with something sexy, there’s also huge parts of the industry that are very practical and conservative. When you go to trade shows, you have some sexier things along with basic stuff, but I wish even the more basic brands would incorporate more sexy accessories. I would love there to be an option for a crotchless matching panty, for example, with your basic everyday bra so you can seamlessly go from day to night.
How does it feel to have such a strong social media community?
It's super fun. I love it when people tag the store and feel good about themselves, confident to showcase their beautiful new pieces on the internet and be proud and happy in their bodies. Our goal is for customers to feel better about themselves when they leave the store or make a purchase. So if they post something and are super happy, feeling like a million bucks, that's the best thing – that's what we do.
Do you personally identify with all the products you stock?
I do see myself in a lot of pieces I choose, but also—I mean, we are in Bushwick, right? So there are a lot of fun sex parties and clubbing, House of Yes parties, and all that kind of stuff. Right now, I am exhausted. I am a mom of a toddler that runs a business, so I do not go clubbing anymore or go to sex parties. However, I know what people are looking for when they go out. So in that way, it's really fun because I can live vicariously through these people that are enjoying New York nightlife and having an amazing time.
What are your future goals for The Rack Shack?
I'm always working on getting my online store more active and out there, making it more national instead of just New York. My biggest dream is to create my own brand one day or develop The Rack Shack line with a brand that I already love. I find that there are still very few boudoir brands for the super busty and plus-size women. While there is a lot of plus-size lingerie out there, much of it still lacks support in the bust. Although there are many good, pretty bra brands now that are inclusive, I would like to add some even more sexy stuff to the offering.