Shopping Centers Today

MAY 2012

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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RET AILING TODA Y staff do so too, and followed that up by arranging Intimacy bra-fittings for the audience members on one show. "We scrambled to be able to fit all of those women in such a short period," said David Nethero. "In the end we de- cided the best way to do it would be to open a store in Chicago." That store — in the 900 North Shops, on Chicago's Magnificent Mile — was the chain's third. With name recognition boosted dramatically by the Winfrey TV exposure and other shows on which Susan Nethero has appeared, the company began to open in other markets, including Dallas, Los Angeles, Miami and San Diego. The chain now operates 18 stores (the latest of which was scheduled at press time to open in April, at Roosevelt Field, in Garden City, N.Y.). The company plans to open new stores at the rate of about five per year, according to David Nethero, first in other major markets and later in sec- ondary ones. For the time being Inti- macy wants to operate inside regional shopping centers, though the com- pany is also looking at upscale urban storefronts. The stores typically mea- sure about 2,000 square feet. To facilitate the bra-fitting aspect, Intimacy stores boast a generous al- lotment of dressing spaces, and the company pays careful attention to their aesthetics. "Our dressing rooms are lit from floor to ceiling in an effort to give each woman a beautiful and unique glow," David Nethero said. "The space is very important, since it's where we show women that the right styles combined with the right fit will provide her comfort, and improve her body image." The company looks for an ami- able and pleasant personality in its employees. Susan Nethero personally instructs the new hires in the nuances of bra-fitting for a week at company headquarters in Atlanta. The Intimacy concept does not work unless there is a specialist on hand to help the client with her fitting, says David Nethero. This sort of close attention is especially important, he says, because bra-fitting services are no longer new in America, being available now at some upscale department stores and other stores. "But we're not worried about that kind of competition," he said. "A de- partment store might have a fitting as a special event sometimes — we offer it all the time. Bra-fitting is in our DNA." SCT You share our land. We share our customers. Locating your business near ours offers an immediate competitive advantage, thanks to the synergies we bring to the marketplace. And with the zoning and infrastructure in place, you're able to hit the ground running. Our land. Our customers. Your success. Why choose anywhere else? Call today and let's get down to business. walmartrealty.com | 479-204-2020 52 SCT / MAY 2012

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