By Clyde Noel

Those frilly, lacy, feminine necessities we used to call unmentionables years ago, are back at 322 Main St. Chadwick’s of London calls them lingerie.

Michael and Shelly Chadwick opened their fifth Chadwick’s of London store last week in the location where Lamourette opened, then closed because of family commitments.

“My family has been in this type of business since 1890, when my grandfather started it,” Michael said. “We came to America in 1988 and opened a store in Mill Valley and since then additional stores in San Francisco and Healdsburg. Los Altos will be our first store on the Peninsula.”

“The store sells cotton and lace lingerie to satisfy every pocket,” said Shelly. “We carry a wide variety of sleepwear and French bras such as Cosabella from Italy and Claire Pettibone.”

Prices for fancy panties can be ridiculous. There is a direct correlation between the gauge of the material and the selling price. The thinner the material, the higher the price.

“But, we also have cotton undies priced at 3 for $12; that includes panties for the junior miss,” Shelly said. “Our customers are aware we are a quality store with a wide variety of choices.”

Vikki Kopp, an experienced employee in Los Altos retail, works in the store while attending Foothill College part time. She keeps the Chadwicks informed of changes in local teen styles.

The average Chadwick’s customer is a woman in her 40s, according to Shelly’s research. Los Altos shoppers tend to be more mature than those at their other locations.

“We are a destination store. Our customers are aware of what we carry,” Michael said. “Gift purchases for events like weddings and anniversaries are important.”

Shelly commented that women like to wear feminine undergarments that make them feel good when they get up in the morning. “There is nothing wrong with buying something that makes you feel good.”

“We’ll get to know the community,” Michael said. “We are English from Manchester. Shelly and I have known each other since we were 4 years old.”

Michael wants people to know there is no connection to Chadwick’s of Boston, a mail order store.

“We took over the space from the previous owner and brought in our own inventory. As we get to know the community, we will accommodate their desires in lingerie items,” Michael said.