Shopping Centers Today

NOV 2014

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

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N o v e m b e r 2 0 1 4 / S C T 35 714.309.4548 stuart@retailleasingcalls.com Give your leasing a lift... Our leads are your ticket Immediate Results all this. "It is great to hear that someone is trying to upmarket the nail business," he said. "It has been such a fractured retail category. The quality, consistency, hygiene and real estate conve- nience have never been very good." He says he wonders, though, whether the chain could ever grow large enough to offset the costs of the licensing and construction of the luxury facilities. Weiss is confident that the potential is great. And he is ex- pecting substantial profits from the 300 branded health-and- beauty products the company will be both using and selling. The products are all-natural, and the Marilyn Monroe nail polish line even meets vegan standards, he boasts. "My long- term vision is to establish ourselves first as a national brand, where I can foresee hundreds of locations," said Weiss. "We are also starting to have talks with people overseas, where over time we might even have more stores than in the U.S." Marilyn Monroe is also developing plans to offer franchises. The market is certainly huge. Some 1.3 million hair and nail businesses racked in roughly $50 billion in the preced- ing year, according to a March report from consulting firm IBIS World, up 2.6 percent from the year before, and that number does not include spas. In so many ways the Marilyn Monroe salons are a far cry from the stores most women — and metrosexuals — are familiar with. The Monroe shops are bright spaces and feature the latest, most comfortable fixtures and hygienic techniques. Customers in the nail lounge will pay slightly more than the industry average for a manicure and pedicure combo, Weiss concedes. In return, though, Marilyn Monroe promises high standards, he insists. Each customer may keep the implements used during the procedure, for hygienic reasons. The company is set to launch a new benefit for regular customers: a loyalty rewards program it calls Mad About Marilyn. Existing Marilyn Monroe Nail Salon units are at the Car- diff Towne Center, in San Diego; The Market at Mills Park, in Orlando; Scottsdale Seville and Scottsdale Quarter, in Arizona; and The Shops at Midtown Miami. Two are under construction — at Del Mar Highlands Town Center, in San Diego; and at in Winter Park (Fla.). A Marilyn Monroe Spa is open at the Hyatt Regency, in Monterey, Calif., and the com- pany is converting spas at Hyatt Times Square and Hyatt Re- gency Maui, in Hawaii. A spa is under construction at Hyatt Regency Grand Cypress, Lake Buena Vista, near Orlando. Given Weiss' Disney background, perhaps entertainment features such as loads of photos and videos of Marilyn Mon- roe all throughout the facilities should be no surprise. Space requirements are between 1,200 and 2,000 square feet for the nail shops and between 3,000 and 4,000 square feet for the Glamour Room units. The spas, which will be located mostly in hotels and resorts, will measure between 5,000 and 20,000 square feet. Weiss crows that the relationship with Hyatt has been great for both parties. Hyatt officials second that. "Marilyn, as a person, is al- most synonymous with New York City, and her fun-and- flirty vibe fits well with our new, trendy Times Square hotel," said Ryan Fender, director of rooms at New York City's Hyatt Times Square. "Our restaurant is fun, and our bar is sexy and classy, so it complements the product mix to have Marilyn represented here." SCT r e T a i l i n g T o d a y

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