Justin Allen shops dress up Stuarts Stores - Justin Allen operated apparel shops in Stuarts Department Stores Inc., discount store chain

Discount Store News, Sept 3, 1990 by Jill Lettich

Justin Allen Shops Dress Up Stuarts Stores

FRANKLIN, Mass. -- Stuarts Department Stores has entered the shop concept era with the introduction of Justin Allen shops in all of its 23 stores. According to Steve Drexler, merchandise manager for the chain, the junior separates in the shop have already exceeded expectations since debuting at the store at the store in mid-August. This week, the retailer will do its first major promotion for the label, with local radio advertising planned and a free gift with minimum purchase as part of the promotion.

Stuarts currently has one Gitano shop in its New Bedford, Mass., location, the most recent Stuarts prototype. Justin Allen, however, is the only concept shop that has been rolled out chainwide.

Joseph Ettore, president and ceo, noted that the Hopkinton, Mass.-based full-liner had preliminary meetings with McGregor regarding a shop as well. Ettore was instrumental in bringing McGregor to Jamesway during his tenure there as senior vp/gmm, soft lines. At Stuarts, however, he envisions a somewhat scaled-down version that fits in more easily with the sparser look of a Stuarts department store.

Unlike Gitano and McGregor shops in other stores, which have top of the line permanent fixtures and specific floor space requirements, the Justin Allen shop is more flexible.

The shop is in Stuarts juniors department. All the shops consists of a back wall display, two grid fixtures on either side and two three-way fixtures that serve as an endcap. Rounders in the center of the shop vary from store to store. In its two Lowell, Mass., stores, one has two center rounders and the other has six. A banner in Stuarts', teal with the Justin Allen logo and the words `style direction', call attention to the shop.

Drexler said he likes the shop concept and the emphasis it puts on brands. "We have a well developed junior customer," he said. "We wanted to create an environment that was a little more sophisticated for her to shop in."

Drexler said it was trying to give one of its other brands, Lightning Bolt, that same focus, not in its own shop, but in its own section of the junior department. "You can't get carried away with the concept, that's not my customer," Drexler said.

Alan Menegel, president of Justin Allen, brought the shop idea for the label to Stuarts earlier this year. Menegel calls Justin Allen a "sleeping giant," and has already expanded its concept to include Harts, the Ohio-based regional discount store chain. It is now discussing the idea with National Merchandising, a chain in Jacksonville, Fla.

The line includes related separates in jersey knit, woven pants and jackets, coordinating sweaters and plus size separates.

PHOTO : Flexible fixtures are key to new Justin Allen shops being rolled out in juniors department

PHOTO : of all 23 Stuarts Department Stores.