Retail Detail. Despite Recession, The Limited Lengthens Pop Up Life, Lord & Taylor Plans a Makeover

October 30, 2009 • Shopping


Despite widespread layoffs and citywide closings, at least one retailer is doing well for itself. The Limited’s pop-up store at 134 Spring
has proved more than its share from a successful four day run, from Oct. 14 to 17. Now reps for the retailer have confirmed that the life of the pop up shop has
been extended to Dec. 28. “The results of the first four days
encouraged us to extend the life span of the pop-up store,” said Linda Heasley,
chairman and chief executive officer. The concept behind the pop-up was to reintroduce the brand
to New Yorkers, who haven’t had a Limited store in Manhattan since
. Bestsellers in the brand's current collection included infinity scarves in all colors as well as
sweaters and a number of dramatic necklaces. The shop sold out of dog
sweaters, graphic Ts, fake leather trapunto bomber jackets and several
dress silhouettes. In addition to giftable items for the holidays, the
store in December will preview items from the spring collection.

Lord & Taylor on Fifth Avenue in New York

And in another corner of the city, another of Manhattan’s big, bustling department stores is finally getting its turn for renovations. Lord & Taylor has been patiently waiting as the other stores in the neighborhood have undergone massive reconstructions. But now its owner, the Hudson’s Bay Trading Co., is investing
in the 11-floor, 650,000-square-foot unit, on Fifth Avenue between 38th
and 39th
Streets, with a plan to completely overhaul the main, second and 10th
floors. Among the relocations—much of the men’s wear collections on one, an assortment of shirts,
furnishings, accessories, socks, underwear and sleepwear will relocate
to 10, where the rest of men’s wear is located. This move will free up space on
the main floor to grow the popular cosmetics and women’s
accessories categories. Second-floor renovations to expand the contemporary
sportswear collections are also under way. About three years ago, the thought was to
convert a lot of the flagship’s unproductive selling space to office
space and build a tower atop the building.

Before the recession
hit, the Lord & Taylor building was said to be worth between $300 million and $400
and account for about $140 million in sales, or 10 percent of
the chain’s total volume. Other big Manhattan flagships, such as
Bloomingdale’s and Saks Fifth Avenue, generate far greater percentages
of their total volumes, between 20 and 25 percent. Hopefully the new changes to the store will prove a more efficient layout and contribute to increasing the Lord & Taylor sales over the upcoming seasons.

Article Source: WWD
Photo Sources: The Limited, The New York Times
-Alia Rajput

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