The O Shop to relocate and rebrand, amid expansion project
Photo I Courtesy of The Bra Shop
The Bra Shop will open at its new location on Worcester's Main Street in October.
After four years in business, The O Shop is overhauling its name, size, and location, all in an effort to strengthen its commitment to providing properly fitting bras and lingerie to women in Central Massachusetts.
Now rebranded as The Bra Shop, the Worcester store will close its doors at 10 Richmond Ave. on Oct. 4 and is set to reopen at 303 Main St. in the third week of October, according to a Monday press release.
The new downtown storefront more than doubles its original size, offering 2,300 square feet of space for the shop’s signature complimentary bra fittings and shopping for shapewear, loungewear, and wellness products. The shop plans on selling cup-size swimwear starting in 2026.
“Our business has evolved, and we quickly learned that bras are the primary need,” The Bra Shop owner Stephanie Ramey said in the release. “The new name removes the mystery and tells people exactly what we do. We were also able to keep the decorative O from our original branding to pay tribute to our beginnings.”
The Bra Shop’s new Main Street store will initially launch as a six-month pop-up as Ramey intends the location to become the store’s permanent home as it expands business.
Before settling on its new address, Ramey considered closing The O Shop or moving it out of Worcester entirely as the store’s lease was coming to an end.
“We explored opportunities outside of the city and were embraced in other communities. However, the idea of leaving Worcester seemed like a major loss,” Ramey said to WBJ. “We plan to expand into other areas in the future, but Worcester is where we started and where our heart is.”
The Bra Shop carries bras with band sizes ranging from 30 through 46 and cup sizes from A through O, offerings much broader than popular in-person retailers such as Victoria’s Secret and Aerie.
“We’ve had customers drive more than an hour just to be fitted,” Ramey said. “What we do is a fading art form, but it’s necessary. Our bodies are constantly changing, and routine bra fittings every six to eight months should be part of every woman’s self care. It makes a difference in confidence, comfort, and even how your clothes fit.”
The Bra Shop will operate from 11 a.m. to 6 p.m. Tuesdays through Fridays and 10 a.m. to 5 p.m. on Saturdays and Sundays. Free parking will be available behind the Worcester Palladium.
“I believe Worcester deserves great things. I’m practicing what I have preached and making this happen,” Ramey said in the release. “Now I need our community to show up and help us make this successful. Our success will show others that downtown Worcester is worth investing in.”
Mica Kanner-Mascolo is a staff writer at Worcester Business Journal, who primarily covers the healthcare and diversity, equity, and inclusion industries.
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