Camberwell lingerie business Dickory Dock marks 70 years
Article posted: September 20, 2016
A prestigious lingerie business in Camberwell celebrates its 70th anniversary this year.
Dickory Dock has been based at the same Camberwell store, at 945 Burke Rd, since it opened its doors in 1946.
The family-owned and run business specialises in quality, imported lingerie including bras, briefs, bridal undergarments, corsetry and bodysuits, swimwear and bras for women who have undergone breast surgery.
The store also gives women the chance to try a unique and intimate fitting experience, with qualified corsetieres on hand to help them find the perfect fit.
Buyer and Associate Director Tiffany Steele is the third generation in the family business and said the ethos of Dickory Dock is still the same as when it began 70 years ago.
“We’re all about personalised service, quality garments sourced from around the world and building trust with our customers. The fundamentals of our lingerie fitting service are still the same after 70 years,” she said.
Ms Steele said Dickory Dock attracted generational customers, with some who began shopping with them in the 1960s still regular customers today.
“Most women hate bra shopping because it is often an unproductive and frustrating experience. However, most of our customers enjoy the fitting experience at Dickory Dock and often express how pain-free it is,” she said.
“Every woman should experience the feeling of looking great in a perfectly fitted and adjusted bra.”
Customers who visit Dickory Dock for a personalised fitting are greeted by a corsetiere who will then take them into the fitting room for measurements.
The store is elegant and intimate – pretty boudoir fitting rooms with luxurious, pink curtains, beautifully decorated walls and a stunning chandelier all add to the experience.
Corsetiere Evie Goode said all stock was housed at the back of the store to eliminate the overwhelming task of customers standing in front of a wall of bras and having to make a decision about what to choose.
“Because we know our range so well, sometimes we’ll throw in one or two styles we think the customer will like. They’re often pleasantly surprised,” Ms Goode said.
“We keep records for every customer, including their history of fittings, garment sizes and styles so they can come back and reorder similar pieces. Or we can mail out garments to them if they’re not able to get to the store.”
For a truly personal lingerie fitting service, set in an elegant salon atmosphere, visit Dickory Dock in Camberwell.