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December
2002 Cover
Story
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Outlet
Sparklers
VRN talks with four new outlet players who are broadening
the tenant mix, adding a local touch, and bringing variety to their centers’
tenant mixes. Perhaps best of all, these fledgling retailers contemplate
expanding into more outlet centers.
Canyonland
Few homegrown chains in the apparel-dominant outlet industry can boast
a merchandise mix quite like that of Canyonland, a retail chain that brims
with goods fashioned from onyx, quartz, silver and semi-precious stones.
Furniture
Factory Outlet
Stephen Cozine says the furniture chain he runs fills a need in outlet
centers, and there’s more to come. His plan is to have 25 outlet
stores open within five years.
Redfish
Designs
Redfish Designs, a direct importer and wholesaler of Chinese-influenced
accessories, have planned more outlet stores after launching their first
in Rehoboth Beach, Del.
HealthStyles
Exercise Equipment
A small full-price chain that sells exercise equipment likes what it sees
after opening its first outlet store in Loveland, Colo.
Boosting
Traffic, Respect and Donations
How does an outlet center get detailed data about its target audience’s
psyche - totally new information that can’t be found elsewhere -
for under $5,000? Michelle Daily, marketing director of Woodburn (Ore.)
Company Stores, details how to do it.
Sponsorships: New Way to Brand a Center
While backing off of its own national branding campaign, Taubman Centers
has been focusing on forging sponsorships with well-known, big-paying
companies that generate traffic and enhance tenants’ upscale message.
McArthurGlen Concentrates on Expansion
A new chapter has opened for McArthurGlen, the largest outlet center developer
in the UK and Europe. In August, the developer and its partner of eight
years, BAA, dissolved their relationship, leaving McArthurGlen free to
concentrate on expansion.