One of Meadowbrook Mall’s anchor retailers may be closing shop, but another one has delved into some major renovations.
A couple short months after the announcement that Sears would be closing the doors of its Meadowbrook Mall location, Elder-Beerman launched an all-inclusive facelift to its fashion store, located in the mall’s east wing.
A project which includes demolition of the interior walls and creating more open spaces got under way Monday, Feb. 5, said Meadowbrook Mall Marketing Director Robin Urquhart.
By Thursday afternoon, the back portion of the store – adjacent to the children’s department – had an entirely new look, she said.
By the time the project is completed, the store will have been entirely repainted and recarpeted and all new light fixtures installed.
“We’re also getting new fitting rooms and changing the cosmetics department around,” said Stanley Dixson, who manages Elder-Beerman stores in Bridgeport and Morgantown.
Walking into the store’s main mall entrance, customers will first find displays of shoes, including a brand new line – Tommy Hilfiger - which will soon be added to footwear inventory.
Though it will be relocated, the cosmetics and fragrance department will remain a major element of the Meadowbrook Mall store, Dixson said.
“In this particular store, 24 percent of our business is cosmetics (and fragrance),” he said. “That percentage is one of the highest in the company’s 230 stores.”
The bottom line is that beauty stores which moved into the mall well after Elder-Beerman’s cosmetics department was established have not seemed to affect business. Dixson attributes that, in part, to the full customer service which is part of the Elder-Beerman brand. That, he said, is quite important, especially to senior customers.
“They remember what it used to be like (to shop retail) and they want that constant attention,” Dixson said.
The renovations bear a hefty price tag, but the end result will be worth it, Dixson and Urquhart said.
“It was time for a change,” said Urquhart. “There haven’t been any changes in the store since it opened 30 years ago.”
Dixson said once renovations are completed – an estimated 12 weeks – there may be additional lines added to merchandise inventory.
The renovations are being completed one section at a time; merchandise cleared out of the way until that area is done.
Urquhart said she will be making weekly visits to the store to see the project in process.
Editor's Note: Pictured (second from top) are Urquhart, Dixson and Meadowbrook Mall Property Manager Marcello Lalama.
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