New owner to diversify Northampton lingerie shop

Ooh La La Lingerie Shop under new management with plans to expand sizing, price range, and product scope

Published on Feb. 9, 2026

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Ooh La La Lingerie Shop in Northampton, Massachusetts has been sold to a new owner, Monica Fogg, who plans to diversify the sizing, price range, and product offerings at the 3-year-old business in order to create a more inclusive shopping experience for customers of all sizes, body types, and genders.

Why it matters

The lingerie industry has historically catered to a narrow range of body types, leaving many shoppers feeling excluded or uncomfortable. Ooh La La's new owner aims to change that by making the store a welcoming space for all.

The details

Monica Fogg, a Shutesbury resident with 17 years of sales and marketing experience, purchased Ooh La La from the previous owner, Ali Ingellis, on December 10, 2025. Ingellis had to sell the business due to a promotion at Mount Holyoke College. Fogg officially took over on January 1st and plans to expand the store's sizing options, price range, and product scope to create a more inclusive shopping experience.

  • Ooh La La Lingerie Shop opened 3 years ago in 2023.
  • The business was sold to new owner Monica Fogg on December 10, 2025.
  • Fogg officially took over ownership on January 1, 2026.

The players

Ooh La La Lingerie Shop

A lingerie store located in Northampton, Massachusetts that was recently sold to a new owner.

Monica Fogg

The new owner of Ooh La La Lingerie Shop, a resident of Shutesbury with 17 years of experience in sales and marketing.

Ali Ingellis

The previous owner of Ooh La La Lingerie Shop, who sold the business due to a promotion at Mount Holyoke College.

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What they’re saying

“I want to be sure most people can come to our shop and find something that fits well. It's a tender business and a tender experience to hold somebody coming into a space where, a lot of times, people are really anxious and coming to peace with judgments about their bodies. I will enjoy helping them feel like their best, their sexiest, regardless of size, body type and gender.”

— Monica Fogg, New Owner, Ooh La La Lingerie Shop (wwlp.com)

What’s next

Ooh La La Lingerie Shop is planning several upcoming events to engage customers, including a 'Bubbles & Brassieres' event on February 12th, as well as a 'Boy's Night' for trans masculine folk, a 'Trans Women Shopping Night', and a 'Big Night' for people with larger bodies.

The takeaway

By expanding sizing options, price ranges, and product offerings, Ooh La La Lingerie Shop's new owner aims to create a more inclusive and welcoming shopping experience for customers of all backgrounds, challenging the lingerie industry's historical exclusion of diverse body types and gender identities.