Ward expands children's apparel with 5 freestanding Kids Stores - Montgomery Ward and Company Inc

Discount Store News, Sept 25, 1989

Ward Expands Children's Apparel With 5 Freestanding Kids Stores

CHICAGO -- Montgomery Ward & Co. will open its first five freestanding Kids Stores Oct. 19 in the Chicago area.

The stores, which will average 13,000 square feet to 15,000 square feet and are expected to generate sales of $225 per square foot, will be located in Chicago (two) and in three Chicago suburbs: Calumet City, Chicago Ridge and Woodridge.

Ward is considering opening 50 Kids Stores within the next two years, according to a company spokesman.

The merchandise will range from newborn to boys' 20 and girls' 14, with a mix of brands and private label. Presentation will be similar to the upscale look at Montgomery Ward's new prototype in Tucson, Ariz., according to a company spokesman.

Elements of that design include facades that feature the Kids Store logo, racetrack parquet aisles, carpeted merchandise areas, linear fixturing with racks on the aisles, "play stops," and central checkouts.

In addition to apparel, footwear and accessories, items such as juvenile furniture, car seats, strollers and pre-school toys will be stocked. The new children's wear line of "Raggedy Ann and Raggedy Andy," will be prominently featured in the mix, according to officials.

Grand opening events will take place over a three-day period at all stores, and tentative plans call for special character appearances by Raggedy Ann and Raggedy Andy, Scoopy and the Bresler's Ice Cream Company's mascot, among others.

In-store promotions will include a sweepstakes at each of the five stores, running through Oct. 28, with such prizes as a trip for a family of four to Disney World, a 14-inch Sharp TV, a 24-inch Columbia ATB bike and a $200 Kids Store shopping spree.

In addition, 75,000 current Ward's credit card customers, and another 75,000 prospective credit card customers in the shopping areas of the five stores, will receive mailers containing promotional materials. A new "Kids Club" card will be one of the inserts that children can bring in for a gift. Kids will also be able to sign up for a new "Birthday Club" being inaugurated during the grand opening period.

PHOTO : Freestanding Kids Stores will have an upscale look similar to the kids department at

PHOTO : Ward's Tucson, Ariz., store.