LAS VEGAS – A new online store specializing in lingerie promises visitors more than just a shopping opportunity. According to the company’s chief executive officer, LACE.com aims to provide a “shopping experience.”

“Our team has worked hard over the past several months on perfecting the site and stocking up on thousands of new styles,” CEO Daniel Freedman said. “LACE.com allows us to branch out and brand ourselves with a strictly mainstream fashion look and feel. We wanted to give consumers an e-commerce shopping experience that addresses the need for a diverse selection of intimates in standard and plus sizing.”

LACE.com offers lingerie, sleepwear, shapewear, activewear and hosiery to the American and Canadian markets. The site aims to fill a void Freedman and his staff feel exists in the online market for affordable, quality lingerie.

“The team wants women to feel sexy in their curves and be confident in who they are,” Freedman said. “We believe in the importance of offering a wide range of styles, sizing from XS through 6X and accessories that enhance a woman’s natural beauty.”

Managing Director Erin Sue said the e-tailer employs a team of front- and back-end developers to ensure the site provides shoppers with inspiration and knowledge about what’s new in lingerie. The design and coding teams are working to implement additions to the platform, like interactive wish lists and social media integration. Shopping is secure: All pages use bank-level SSL security to manage customers’ privacy and security.

“It’s important to us to give our customers the best shopping experience possible,” said Sue. “That means our site is a constant evolution of design standards, including image viewers, easy navigation and a mobile version optimized for the latest devices. We hold ourselves to the highest standards in customer service.”

Orders placed by Noon EST on weekdays are shipped the same day from Toronto or Las Vegas. Shipping is free for purchases of $49 or more.