By  on April 20, 1994

LOS ANGELES -- I. Magnin reopened its store in the Woodland Hills Promenade Mall last Saturday and rang up over $500,000 in sales the first three days.

The store had been closed after the Jan. 17 Northridge earthquake caused extensive damage, shattering glass and causing parts of the ceiling to collapse.

The store used radio, newspaper and direct mail to advertise the reopening, and on Saturday customers waited in line to get into the store.

Sales were led by cosmetics and sportswear, with cosmetics bringing in $45,000 in sales on Saturday, sources said. Estee Lauder, Lancome and Clinique were the hot cosmetics lines, while Angel and Chanel were the top-performing fragrances.

St. John was a bestseller, and a group of yellow coordinates were particularly strong. Sources said fine jewelry sales totaled $42,000 in the first two days.

Joseph Cicio, chairman and chief executive officer, attributed the strong reopening to the store's 20-year-old roots in the community.

But Saks Fifth Avenue's decision not to reopen its Woodland Hills store after the earthquake has also given Magnin's a boost in this upscale mall, which also has Bullock's, J. Crew and Mondi.

Several customers in Magnin on Saturday said they felt a special affinity to the store.

"I feel like I'm back home again," said Shirley Gurney, a caseworker from Sherman Oaks. "I was also glad to see a lot of the salesladies from Saks here. They were part of the community too."

Cicio said Magnin went after the best sales associates from the nearby Saks when its closing was announced.

Magnin has scheduled various events for the Woodland Hills store during the next few weeks, including prize drawings, fashion presentations and appearances by designers such as Susie Tompkins and Randy Kemper.

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