Domain Fashions announces expansion plan in northeast

Real Estate Weekly, April 25, 2001

Domain Home Fashions, a leading-edge specialty retailer of exclusive home furnishings, announced today their plans to rollout an expansion program that will add 20 stores to their existing 22 locations over the next three years. The company has signed two leases and is currently negotiating six more sites for openings within the next 12 months.

The expansion plan is a result of improved sales growth and realized store productivity that far exceeds its competition, making Domain one of the top producing home furnishings specialty retailers in the United States.

After completing a comprehensive, demographic-based market study, the Company decided to focus their expansion in the Northeast where Domain's stores are currently concentrated. Domain clusters its stores in highly visible and high-traffic locations in upscale malls, lifestyle centers and freestanding units within major metropolitan markets. These upscale locations are a demographic match for Domain's targeted customer and have been effective in growing its affluent customer base. The strategy to add more stores to these markets will result in maximized operating efficiency and distribution capabilities, along with an opportunity for increased market share from its specialty furniture competitors. The new stores will range in size between 5,000 and 7,500 SF.