The Full Cup to Close Sept. 30

The bra-fitting boutique plans to close its Old Town store at the end of September while the store looks for a different location to better serve its customers, a spokeswoman said.

Customers who have come to rely on the custom fitting and large selection of lingerie may not have to wait long. Maurisa Potts, a spokeswoman for the store, said The Full Cup hopes to open at a new location some time in October.

"It's a relocation, not a liquidation," Potts said. "Their brand is still strong."

The Full Cup opened its first boutique in Virginia Beach in 2003, then three years later it opened a boutique in a second-floor space in the commercial building at 218 N. Lee St.

The Virginia Beach store remains open. 

“Our decision to reassess ourselves was not taken lightly” store founder and CEO Frances Crespo said in a news release. “Our first and foremost mission is to make women 'Feel Beautiful Underneath' and we accomplish our goal by not only servicing our customers but also by our participation with various breast cancer organizations, providing fittings and bras to women’s shelter and by being a voice for domestic violence to name a few of the causes that we passionately support. To allow us to be faithful to our No. 1 mission, we needed to make changes in the way we are currently operating.”

Pat Reynolds, a sales associate at Monday's Child, a specialty children's clothing boutique which sits on the first floor of the same building, said she was saddened by the news. 

"They fill a missing link," said Reynolds, a regular customer of The Full Cup. "You can go to JCPenney and the lady says, 'We fit you.' But these people bring in bra after bra after bra for your uniqueness. I just like that personal... that caring for a full-figure body."

"It's a loss for me," she said. "Looks like it's a loss for a lot of people."

Reynolds said The Full Cup drove a a lot of customers to Monday's Child as well.