Ginny’s Underworld, a classic women’s intimate apparel boutique, has opened, at The Shops at Starwood in Frisco.  Previously located in Plano for the last 20 years at Preston Park Village, the popular women's intimate apparel boutique has sold women's undergarments, shape wear, luxury lingerie and accessories and has gained a loyal following of shoppers that expand over generations of women. Owner Susan Towle chose to bring her family-owned store to Frisco to meet the needs of the young and ever-expanding community.

This is a significant addition to The Shops at Starwood.  Like the many other retailers recently added; Pierce Hardware (73 years in Dallas), Pappagallo’s Classique (5^th location) and Tupinamba’s Tupy’s Mexican Restaurant (43 years in Dallas), they have all chosen to join the award-winning tenants of The Shops at Starwood to become part of this shopping center’s fast growing reputation as the place for a unique retail and dining experience.

“The growth in Collin County within Frisco and north inspired me to seek a very accessible location off the Dallas North Tollway to expand our reach in the market,” states Susan Towle.  “The Shops at Starwood is an excellent fit for our specialty boutique and welcome the women of Frisco to bring their mothers and daughters to experience our expert bra fitting and personal service.”

Established 40 years ago by Towle’s late mother, Ginny Forsberg, Ginny’s Underworld first opened in Richardson. Known for their polite customer service and detailed records on their regular client base, Ginny’s Underworld became the go-to store for bridal undergarments, bra fittings, lingerie, and special occasions. Ginny’s Underworld also sees a client base that spreads over multiple generations of women in the same family who have passed on the tradition of shopping at Ginny’s Underworld to their daughters and granddaughters.

“The Shops at Starwood is pleased to welcome a store with so much history in the fashion industry,” states Kirk Hermansen of Hermansen Land Development, the owner and developer of The Shops at Starwood. “Ginny’s Underworld will be a valuable asset to the women of Frisco and their neighbors at The Shops at Starwood.”

Ginny's Underworld will continue to provide undergarment fitting sessions, bridal accessories and shape wear and brands such as Chantelle, Natori, Wacoal and their hip line b.tempt’d, Simone Perele, Bleu Clair by Claire Pettibone and in their new location at The Shops at Starwood. Located between Dimples & Dandelions and It’s A Grind.

 For more information Ginny’s Underworld and The Shops at Starwood, visit www.shopsatstarwood.com or call 972- 867-7252.