Gitano: 1st men's shop, retail unit

Discount Store News, Oct 1, 1990

Gitano: 1st Men's Shop, Retail Unit

NEW YORK -- Gitano Group, the sportswear manufacturer, this month introduced its first men's wear concept shop and opened its own flagship retail store.

The concept shop, now in three Venture stores and one Caldor unit, is similar to the company's 150 women's wear shops. It will use video screens and updated fixtures to present men's tops, bottoms, jeans, sweaters, activewear and underwear.

According to Eli Herrari, president of Gitano's men's division, the men's concept is smaller, encompassing 600 square feet compared to the average women's shops which are closer to 1,800 square feet.

Hank J. Belsky, the director of shops for Gitano, said immediate plans included an additional men's shop at another Caldor later this fall. The company's women's shops are operated at 11 key retailers nationwide.

Gitano also introduced its own newest retail shop, Gitano & Co., near its headquarters in New York.

The retail space is distinctive from the 77 general merchandise stores it operates at manufacturer outlet malls in that it is in a more upscale atmosphere and neighborhood.

The 9,000-square-foot flagship store carries merchandise from its men's, women's, children's and accessories divisions.

Bob Negron, president of Gitano Retail, said the store would be used as a laboratory.

"It is situated close to our showrooms in New York so it provides a means for us to show our clients the merchandising possibilities of our lines," he said.

The store is located in one of New York's busiest shopping districts, Herald Square, near Macy's and A&S Plaza. Negron said the store traffic would help the manufacturer "gauge the market and see what works and what the customer is buying."

Negron said there were no plans to open other Gitano & Co. stores.