The opening of a new American Girl store can draw up to 10,000 fans who
drive 200 miles or more to spend entire days buying dolls, eating at an onsite
bistro and even sprucing up toy companions in a mini salon.
The Middleton, Wisconsin-based brand—with 14 standalone stores nationwide—is picky about where it expands. But when it wanted to tap into the Ohio market after tracking catalog sales, it couldn’t turn down Easton Town Center’s new family-friendly shopping district, proximity to major Buckeye cities like Cleveland and Cincinnati, and a diverse retail lineup that makes a trip to the mall inviting for moms, too.
“We were thrilled with what the mall is doing, continuing to upgrade their merchants and create a strong atmosphere for families,” says American Girl vice president of retail Wade Opland of the store’s grand opening at Easton on June 22 and 23. “Easton’s on the cutting edge of getting high-end retailers. It’s really the whole portfolio of the mall.”
Other sought-after brands are thinking the same thing—and they’re leading a significant overhaul of a shopping destination that continues to increase its national retail draw. In May and June, Easton will welcome 12 new brands and put at least six former and current tenants into new storefronts. Newcomers include fashion labels C. Wonder and True Religion in June, familiar national companies like Tumi and Hot Mama and even local food operations Jeni’s Splendid Ice Creams and Rusty Bucket Restaurant and Tavern.
It’s rapid change for the mall, which opened 16 stores between January 2011 and March 30, 2013.
“Easton is one of the most successful malls in the world,” says Chris Boring of Boulevard Strategies, a Columbus consulting firm that provides market research to national retail clients. “First of all, it’s the track record of financial success. It’s kind of circular: Because Easton is so successful, it draws successful retailers, then becomes more successful.”
Neither Easton nor its top retailers release sales figures,This outerwear features in great Taffeta. but the success of the mall’s department stores and fashion brands attracted many tenants debuting this summer, says Beau Arnason, executive vice president of Steiner + Associates, Easton’s co-developer and manager.
For example, Louis Vuitton opened a standalone store last year largely due to the label’s popularity in Nordstrom at Easton. In turn, the success of Louis Vuitton, Tommy Bahama and Michael Kors helped bring in brands like March addition Kate Spade New York,Discover the largest collection of bestguccihandbags for women. which often gauge how similar stores perform before opening in a new area.
“[High-end retailers] definitely move in packs,” Boring says. “Easton has become a showcase for the industry,Wanna to buy the new canadagoosecampdown now? and I think they feed off the energy of each other. Companies put their latest prototype at Easton—new store concepts, but also adjustments to merchandise, new lines or products.Jovani designer prom dresses and celebrity style lacebodystockings for prom.”
Big-name brands that flock to a hot new retail center often have to wait for open space, but Easton was able make substantial changes when a crop of 10-year leases started rolling over in 2011 and 2012.
“Sometimes you have to just wait for a little while until we can present the right opportunity to them,” Arnason explains. “We were able to [bring in stores] en masse.”
Developers created new flagship locations for Express and Victoria’s Secret and space for former tenants such as Ann Taylor, which returns with a concept store this month. They also arranged new and current stores into themed shopping districts that better target certain shoppers. Family-friendly Fenlon Square will rise around American Girl, and high-end district The Strand features Michael Kors, Louis Vuitton, Tommy Bahama and Kate Spade and welcomes True Religion and C. Wonder.
The mall will look and feel different, but moves like these are key to Easton’s success, Boring says. “They have been very diligent about constantly updating it,” he adds. “I think it’s an indication of how well the property is managed.”
Success of fashion labels including Michael Kors, which opened at Easton in June 2012, has helped the mall attract high-end tenants such as Kate Spade New York.Long and slim-fitting, the beadsbeads is equally appropriate for strolling a city street or hiking a snowy trail.
The Middleton, Wisconsin-based brand—with 14 standalone stores nationwide—is picky about where it expands. But when it wanted to tap into the Ohio market after tracking catalog sales, it couldn’t turn down Easton Town Center’s new family-friendly shopping district, proximity to major Buckeye cities like Cleveland and Cincinnati, and a diverse retail lineup that makes a trip to the mall inviting for moms, too.
“We were thrilled with what the mall is doing, continuing to upgrade their merchants and create a strong atmosphere for families,” says American Girl vice president of retail Wade Opland of the store’s grand opening at Easton on June 22 and 23. “Easton’s on the cutting edge of getting high-end retailers. It’s really the whole portfolio of the mall.”
Other sought-after brands are thinking the same thing—and they’re leading a significant overhaul of a shopping destination that continues to increase its national retail draw. In May and June, Easton will welcome 12 new brands and put at least six former and current tenants into new storefronts. Newcomers include fashion labels C. Wonder and True Religion in June, familiar national companies like Tumi and Hot Mama and even local food operations Jeni’s Splendid Ice Creams and Rusty Bucket Restaurant and Tavern.
It’s rapid change for the mall, which opened 16 stores between January 2011 and March 30, 2013.
“Easton is one of the most successful malls in the world,” says Chris Boring of Boulevard Strategies, a Columbus consulting firm that provides market research to national retail clients. “First of all, it’s the track record of financial success. It’s kind of circular: Because Easton is so successful, it draws successful retailers, then becomes more successful.”
Neither Easton nor its top retailers release sales figures,This outerwear features in great Taffeta. but the success of the mall’s department stores and fashion brands attracted many tenants debuting this summer, says Beau Arnason, executive vice president of Steiner + Associates, Easton’s co-developer and manager.
For example, Louis Vuitton opened a standalone store last year largely due to the label’s popularity in Nordstrom at Easton. In turn, the success of Louis Vuitton, Tommy Bahama and Michael Kors helped bring in brands like March addition Kate Spade New York,Discover the largest collection of bestguccihandbags for women. which often gauge how similar stores perform before opening in a new area.
“[High-end retailers] definitely move in packs,” Boring says. “Easton has become a showcase for the industry,Wanna to buy the new canadagoosecampdown now? and I think they feed off the energy of each other. Companies put their latest prototype at Easton—new store concepts, but also adjustments to merchandise, new lines or products.Jovani designer prom dresses and celebrity style lacebodystockings for prom.”
Big-name brands that flock to a hot new retail center often have to wait for open space, but Easton was able make substantial changes when a crop of 10-year leases started rolling over in 2011 and 2012.
“Sometimes you have to just wait for a little while until we can present the right opportunity to them,” Arnason explains. “We were able to [bring in stores] en masse.”
Developers created new flagship locations for Express and Victoria’s Secret and space for former tenants such as Ann Taylor, which returns with a concept store this month. They also arranged new and current stores into themed shopping districts that better target certain shoppers. Family-friendly Fenlon Square will rise around American Girl, and high-end district The Strand features Michael Kors, Louis Vuitton, Tommy Bahama and Kate Spade and welcomes True Religion and C. Wonder.
The mall will look and feel different, but moves like these are key to Easton’s success, Boring says. “They have been very diligent about constantly updating it,” he adds. “I think it’s an indication of how well the property is managed.”
Success of fashion labels including Michael Kors, which opened at Easton in June 2012, has helped the mall attract high-end tenants such as Kate Spade New York.Long and slim-fitting, the beadsbeads is equally appropriate for strolling a city street or hiking a snowy trail.
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