proffitt's gets interesting at riverchase

Picked this up at PlainVanillaShell.com. Proffitt’s department store opened in the old Macy’s space at Riverchase Galleria recently. In contrast to most of the Proffitt’s I've seen, this place sounds like it would rock.

First Proffitt's Store Opens in Birmingham, Alabama; Store Offers a Multitude of New Approaches to the Traditional Department Store
October 20, 2004
BIRMINGHAM, Ala., Oct 20, 2004 (BUSINESS WIRE) -- Retailer Saks Incorporated (NYSE: SKS) (the "Company") today held the grand opening of its first Proffitt's department store in the state of Alabama. The new 264,000 square foot store at the Riverchase Galleria Mall in Birmingham is the largest in the Proffitt's chain and features a multitude of new approaches to the traditional department store model.

Toni Browning, President and CEO of Proffitt's, noted, "We refer to our Proffitt's store as 'surprisingly different.' As a result of extensive research with our customers, we have created a truly exciting, innovative, and fun shopping experience for our guests."

The new Proffitt's store is the second prototype location developed by the Company's Saks Department Store Group (SDSG). Younkers at Jordan Creek Town Center in Des Moines, Iowa opened in August of this year. Browning noted, "Our Riverchase store features many of the wonderful elements unveiled in the Younkers store but also pioneers some other unique features."

The Proffitt's store carries a wide selection of fashion apparel, shoes, and accessories for the entire family, as well as fine jewelry, cosmetics, and home and specialty gift items. The store features premier brands and specialty merchandise, with a third of the merchandise offerings unique to Proffitt's. The store also offers an extensive computerized gift registry for weddings and other special occasions.

Proffitt's is known for its friendly, personalized customer service. The Riverchase Proffitt's also has several sales associates who are professional entertainers, so look for them to break into their specialties at any time!

The store's interior focuses on customer comfort and convenience. "Living room" seating areas scattered throughout the store provide a relaxed atmosphere for guests. Just a few of the features and design elements unique to Birmingham department stores include:

-- Innovative technology which includes over 40 plasma screen TVs running promotional ads, music videos, and cooking demonstrations all day long and motion lighting that carries excitement throughout the interior of the store. In addition, the store's sophisticated sound system is capable of adjusting to the ambiance of each merchandise department.

-- The Gourmet & Coffee Shop at Proffitt's by Culinard and The Bakery at Proffitt's by Culinard, which offer delicious coffees, bakery items, sandwiches, and mouth-watering gelatti in countless flavors.

-- Various beauty services, including a full-service beauty salon, nail bar, and beauty bar offering a tanning bed, micro-dermabrasion, waxing, and facials for those looking to treat themselves to something special or relaxing. In addition, the store offers various clinical skin care products and computer kiosks in the cosmetics area that provide detailed product information to the customer.

-- A miniature version of its original Berkley, California store, the Elephant Wellness Boutique offers a variety of natural remedies, vitamins, cosmetics, body care products, and healthy living classes to help customers stay beautiful and healthy inside and out.

-- Club Libby Lu, catering to "tweens" between ages 6 and 12, refers to its customers as VIPs (Very Important Princesses) who receive the "royal" treatment as they enter the pre-teen fantasyland for shopping, birthday parties, and special events. The Club Libby Lu shop is organized into four zones: Libby's Laboratory (beauty and bath products), Libby's Bedroom (bedroom accessories, casual wear, and sleepwear), Libby's Jewelry Box (charm shop and jewelry), and The Style Studio (makeovers, dress-up apparel, shoes, and accessories).

-- Numerous interactive and entertaining experiences including a virtual golf simulator, fishing simulator, pool table, video games, pinball machines, and more.

-- Spirit, the store's Junior's area, which features not only an exceptional assortment of the latest contemporary fashions but a full array of accessories, temporary henna tattooing, and a "hang out zone" set in a club-like atmosphere with a photo both and a music bar, where the hottest CDs can be scanned and listened to.

-- A Signature Portrait Studio by Olan Mills, offering both appointments and walk-in service.

-- A cooking demonstration area in the state-of-the-art kitchen in the home department.

Browning added, "We are so happy to introduce Proffitt's to the Birmingham market and hope our customers will find the store not only entertaining and fun but filled with exceptional merchandise and service."

Saks Incorporated operates its Saks Department Store Group (SDSG) with 241 department stores under the names of Parisian, Proffitt's, McRae's, Younkers, Herberger's, Carson Pirie Scott, Bergner's, and Boston Store and 31 Club Libby Lu specialty stores. There are 27 Proffitt's stores throughout Alabama, Georgia, Kentucky, North Carolina, South Carolina, Tennessee, Virginia, and West Virginia. The Company also operates Saks Fifth Avenue Enterprises (SFAE), which consists of 64 Saks Fifth Avenue stores and 54 Saks Off 5th stores.

SOURCE: Saks Incorporated