Bradlees enters NYC area with largest unit - New York, New York metropolitan area

Discount Store News, May 17, 1993 by Jill Lettich

YONKERS, N.Y. -- Bradlees' newest and largest unit, which opened here last month, sets a new standard in discount store apparel merchandising and shows how regional discounters can differentiate themselves from national chains.

The three-floor, 207,000-sq.-ft. unit is more than twice the size of Bradlees' average stores. The location is a former Alexander's, originally bought by Caldor and then sold to Bradlees.

Barry Berman, chairman and ceo of the Braintree, Mass.-based retailer, noted that this opening marked the beginning of the company's expansion into the New York metropolitan area. Berman played host to vendors and press during a party celebrating the grand opening.

Except for adjustments for the much larger selling space, the basic look of the store matches the chain's newer remodeled units.

The Yonkers store features increased space for virtually every department. The first floor includes 79,000 sq. ft. of space for women's apparel, accessories, cosmetics and shoes.

The lower level houses an expanded children's wear section, juvenile furniture, toys, sporting goods, a bullpen-style CE area, housewares and lawn and garden supplies.

The third level, which has a separate entrance, features food and snacks, health and beauty care products, domestics and men's apparel.

The store has a particularly impressive soft lines selection, with higher price points than an average Bradlees. The retailer also took advantage of the metropolitan location with some trendier merchandise such as bell-bottoms and linen separates in the juniors area. "This is the only store that is carrying linen," noted Karen Cotton, dmm, juniors, ready-to-wear.

Although Alexander's obviously had its share of merchandising problems, Bradlees seems to have carefully studied the defunct retailer's soft lines strengths, especially in this location. Cotton noted that Alexander's was particularly known for its dress department, which Bradlees expanded at this store. "We generally have a very small dress department," she noted. "I think there is great potential for it here, though. I think we could actually feature $100 dresses."

At the moment, the highest price points at the store are at about $70, which includes children's wear. Christin Bailey, dmm, children's, noted that Bradlees is featuring a christening gown for $69.95. The children's department is double the size of an average store. Toddler boys' and girls' merchandise is now displayed separately from infants', which is located near juvenile furniture and toys.

A large jewelry counter, and a centrally placed cosmetics area on the main floor anchor the women's apparel selections. A counter of perfume lends an upscale air to the fragrance area as well.

Upstairs, the H&BC department has also almost doubled to close to 10,000 sq. ft. In addition, Al Howard, H&BC manager for the store, noted that the candy and snack foods area was greatly expanded as well. Those products are strategically located near a third-floor entrance in the store.

Howard noted that stationery was also expanded.

The Yonkers store has an optical department on the third level, with an optometrist available for checkups.

The size of the store allows Bradlees to take advantage of both merchandising and service opportunities. It also provides the regional discounter with an arena to experiment with new displays and product lines that could be duplicated in other units.

Cross-merchandising is also emphasized given the available room. Frames are located in both the housewares area on the lower level and in the stationery area on the third level. Appliances are located on the third level, but hair dryers and curlers are also featured alongside hair care products in the H&BC department.

Other areas given increased attention were the home decor departments. A large rug selection and a varied selection of RTA furniture is featured in the new unit.

The store's food area features both a Taco Bell Express, a Pizza Hut (both PepsiCo subsidiaries), and a gourmet bakery section. Downstairs, a play area with a carousel and other riding toys is featured near children's wear.

The Yonkers location is just down the road from a Caldor unit. When the Alexander's stores were put up for auction after the venerable New York City discounter went out of business last year, Caldor outbid Bradlees and other retailers for the Alexander's sites. However, the chain subsequently decided that the Yonkers location was too close to an existing Caldor in the Bronx so it resold the facility to Bradlees.

Bradlees currently operates 126 stores and has been remodeling many of its units over the last year. At year-end, about 49 of its stores had been remodeled.

For 1992, the company reported sales of $1.8 billion and operating profits of $75 million.