The secret’s out — city centre lingerie store Secrets has a new name and a new location.

Formally based in Washington Mall, it has set up shop on Reid Street and is now called Secrets Boutique.

It occupies bright and airy first floor premises above the iClick store in a prime spot on the popular shopping street.

The shop celebrates its official reopening today. It has undergone a make over, which includes a new logo proudly displayed on a sign outside.

For owner Stacy Hill it is the latest chapter in her 21-year association with the business — and it is a move she believes will enhance Secrets Boutique and its ability to offer special events for customers.

“We wanted to do events, such as shoppers’ nights and functions,” said Mrs Hill.

Restrictions on closing time associated with being in the mall meant this was a challenge, but not any longer.

In its new location the store has the flexibility to host evening events outside its usual 10am to 5pm opening hours. The store had a soft opening in March and has been doing well in the first few months at the new location.

“We’ve had girls’ nights and a bachelorette party,” said Mrs Hill.

Secrets Boutique also hosts functions off-site, such as girls’ nights and adult parties, but it can now do more events at the shop.

The move to Reid Street is the second time the store has relocated in recent times. It was originally inside Washington Mall, then three years ago it moved to the Church Street Walkway above Washington Lane.

That relocation was partly as a result of harder times associated with the economic recession. Mrs Hill pointed out the business is not particularly recession-proof, as many of its items are considered luxuries rather than necessities.

The store has a wide inventory, from women’s lingerie to men’s underwear and boxers, bridal accessories, swimsuits, adult games and novelties and, at the appropriate time of the year, Halloween costumes.

Keeping her eyes open for a better location, Mrs Hill noticed the upstairs retail space at 20 Reid Street. It was just what she was looking for, and between February and March the store relocated, with family members helping out.

The new-look Secrets Boutique has large windows overlooking the street scene below, allowing in plenty of daylight while at the same time the above street level location gives customers a degree of privacy. It’s a winning combination, says Mrs Hill.

“I like all the light, and to be right on Reid Street is a bonus. It’s the hub of the city and being upstairs gives us a degree of privacy.”

Men are just as likely to be customers as women are, seeking out items that reflect romance, are gestures of affection or likely to send a loved one’s heart racing a little faster.

Since opening at the new location in mid-March the feedback has been encouraging, according to Mrs Hill.

“The customers love it,” she said.

And for Mrs Hill, who started worked as a manager at Secrets some 21 years ago before buying the business in 1999, the buzz and enjoyment of running the shop has never diminished.

“I love it. I love coming to work, even when the economy was not how we wanted it to be,” she said.