PartiGiant leaves nest for Chicago - Chicago, Illinois - Brief Article

Discount Store News, Sept 19, 1994 by Teresa Andreoli

SCHAUMBURG, ILL. -- PartiGiant, the three-year-old party goods chain operated by deep discounter F&M Distributors, opened its first Chicago-area store here last month with a new layout and an expanded merchandise mix.

This store marks the chain's first venture outside its home market of suburban Detroit. The Schaumberg store--the sixth overall--differs from the Detroit units in its merchandising strategies and product mix, said Tom Lenkevich, president, PartiGiant and executive vp with parent F&M.

"Our new merchandise plan makes it much easier for party planners to shop the store," Lenkevich explained to DSN. "For example, we've grouped together every imaginable matching tableware item in one area, so customers won't have to hunt through several aisles, trying to match pink 7-in. paper plates with pink plastic cups and pink patterned napkins," he said.

Other changes: the Chicago store has expanded its "over the hill" selection of party goods for the graying baby-boomer population. The new store carries double the amount of festive goods for the critical 30th, 40th and 50th year birthday celebrations.

Beverages is another test category for the Chicago store. Beer, wine and spring water are a few of the never-before--carried skus.

The store held a soft opening Aug. 2 in a power center that features Service Merchandise, a Nordstrom Rack, a Today's Man and a Lands' End outlet. Traffic amounted to about 500 people on the first day, store manager Kevin Buss said. After distributing the grand opening circular Aug. 6, sales for the second week doubled, Lenkevich said.

Another circular, announcing the opening, is slated by the end of September, after the back-to-school commotion settles down and as Halloween nears.

PartiGiant is headquartered in Warren, Mich., along with the 124-store F&M.