LIVINGSTON, NJ – On Thursday, May 15, Great Shapes held its ribbon cutting and official grand opening with Livingston’s Mayor Michael Rieber, many Livingston Area Chamber of Commerce (LACC) members and Great Shapes executives in attendance.

“Livingston is business friendly and every business that comes into town is a great addition,” said Mayor Rieber. “We wish Great Shapes great success.”

“We are proud to present Great Shapes with a prospective membership application to the LACC,” said Monte Ehrenkranz, president of LACC.

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Guests mingled and admired the new store, which opened its doors six weeks ago on March 23, and the new merchandise, while nibbling on fresh fruit, cheese and crackers, an Edible Arrangements fruit bouquet, pretzels from the Philly Pretzel Factory, and other assorted appetizers and sandwiches.

The store, which was located in West Orange for 30 years, under the co-brand of Helen Hirsch, a 40-50-year-old West Orange Staple, moved to Livingston without the co-branded name.

According to its website, Great Shapes began in Roslyn, New York with a simple, clear-cut vision—to provide customers with an unbeatable selection of swimwear and intimate apparel, in a friendly, warm and comfortable neighborhood store. Almost thirty years later, founder Joel Weinberg continues to seek out the finest and most unique brands from all over the world—including collections from Europe, South America and Australia.

While the original model has now evolved into five locations across the New York and New Jersey area, the family-run team has stayed true to the founding goals of the store. With over 75 designer lines represented, Great Shapes offers personal attention and fit expertise to help guide customers through the extensive selection of swimwear, coverups, sportswear, bras, underwear and shapewear to mix and match separates, one-pieces, tankinis and cup-sized swimwear.

“We were looking for a new updated center and love the Livingston area,” said co-owner Jen Resnick, of New York City, who owns Great Shapes , which has five locations—three in Long Island, one in Westchester and now one in Livingston, with her parents Joel and Nancy Weinberg, who live in Roslyn, NY. “We have always had lots of Livingston customers, so when we saw this boutique space—we knew this was the perfect location for us to move to,” added Resnick.

“The response from our customers has been great and we love our warm, fresh, new, beach-inspired space,” said Resnick.

The store boasts designs from leading swimsuit and lingerie companies including: one-pieces by: Karla Colletto, Diva, Jets, Baku, Miraclesuit and Magic Suit; two-pieces by: PilyQ, L*Space, Jets, Baku, Seafolly, Nanette Lapore and Vix; Tankinis by: Tommy Bahama, Sunsets, Ralph Lauren, Allen Allen and J.Valdi; as well as cover-ups by Ralph Lauren, Jordan Taylor, Shoshanna, Vitamin A and so many more.

“We have updated much of our mix to include popular contemporary designers,” said Resnick. “We want to appeal to as many of our existing and new customer bases as possible.”

“We love it here,” said Joel. “We have been in the area as Helen Hirsch and Great Shapes for nearly 50 years, and are very excited to be opening up in this new venue. Our customers are excited for us and we are excited for us. This space allows us to bring in new merchandise and to introduce ourselves to new customers.”

“The beauty in what we do has not changed,” added Joel. “We have always offered a fun great selection with excellent service. Let’s face it—buying lingerie and swimwear can be brutal for women. We understand the challenges all women face, regardless of body type, when shopping for swimwear and intimate apparel and we continually search worldwide for up-and-coming collections to suit the needs of all our customers.”

“Our goal is to make it an enjoyable experience through friendly and helpful sales personnel and on-the-spot measurements and alterations, as well as a myriad of stylish choices to choose from,” said Joel. “In fact, Zagat is putting out its first-ever report on retail stores in Long Island and  Great Shapes got the second highest rating of any store in Long Island. That is a true testament to our amazing friendly and knowledgeable sales people.”

“This is our new home,” said Nancy. “We are thrilled to be here in a neighborhood that has welcomed us greatly.”