By  on July 21, 2005

CHICAGO — After opening its first boutique in Moscow last year, JLo by Jennifer Lopez is going domestic, launching its store-within-a-store lifestyle concept at Marshall Field's flagship State Street location here in the fall.

“This is the first shop we’re going to have in the States that has all our categories in one place,” said Andy Hilfiger, president and co-founder of Sweetface Fashions, the masterbrand company for JLo. “It will be the world of JLo.”

Modeled after the 2,850-square-foot Moscow store, the 500- to 600-square-foot State Street space will boast everything JLo — sportswear, jewelry, handbags, fragrances, lingerie and sunglasses. Lopez herself is set to christen the boutique during a public appearance and fashion show highlighting both JLo and Sweetface, her higher-priced line. The event on Sept. 22 is to benefit Chicago’s Children’s Memorial Hospital.

“This [store-within-a-store concept] is a great way to showcase the product in one area,” said Hilfiger, noting he hopes to open similar locations elsewhere.

The JLo shop will be housed in Marshall Field’s young contemporary area.

“This will be the beginning of a full rollout,” Hilfiger said. Although the company does not have immediate plans to open other in-store shops, Hilfiger said New York, San Francisco, Los Angeles and Miami are all on his “wish list.”

The JLo name has been aggressively licensed the past several years, amassing about a dozen categories, including successful JLo outerwear, lingerie, fragrances and costume jewelry. In a deal with Lancaster, Lopez has launched four fragrances, namely Glow, Still, Miami Glow and Live Jennifer Lopez, which will hit stores in October. Lopez, in fact, racked up first-year global sales of $100 million with her maiden fragrance, Glow.

During the past year, Lopez has expanded her involvement in the design and business operations of her company, which began in 2001. In February, she launched Sweetface, her better contemporary collection, on the New York runways with much hoopla. Her inaugural holiday collection was filled with cashmere sweaters, houndstooth slacks, baby-doll tops, velvet jackets, fox furs and crystal-speckled fedoras.

“JLo was a great way to start, to get ourselves in there with a younger customer,” Lopez said in January. “We’ve been successful. We have all our licenses in place. Now we’re ready to move on to that next level. It’s just about making a smaller line, with better quality and better fabrics.”Opening the first concept store at Marshall Field’s has been under discussion for the past six months, Hilfiger said. “I’ve always loved the [Field’s flagship] store. When we had the chance to partner up with Marshall Field’s, I was all over it. It’s a real iconic store.”

For Field’s, launching JLo’s new U.S. presence is a coup.

“Obviously, we’re ecstatic,” said Natalie Bushaw, Marshall Field’s publicity manager, who said the shop would be called the World of JLo. “We’re thrilled to be the first retailer in the United States to have the World of JLo shop and we’re eager for our guests to be able to experience it.”

Ralph Hughes, Field’s regional director, was out of the country and unavailable for comment.

Like the Moscow boutique located in the luxe Crocus City Mall (Russia’s answer to the luxurious Bal Harbour Shops in Florida), the Chicago location was designed by Robin Kramer of The Kramer Group, featuring dusky pink quilted suede walls, white patent leather ottomans, golden mirrors, stainless steel detailing and painted pink surfaces.

“It’s very reflective of Jennifer and her tastes,” Hilfiger said.

Price points range from $39 for a knit top to $300 for a leather jacket. Denim, which makes up 25 percent of the merchandise at Field’s, ranges from $69 to $125, Hilfiger said. Sweetface will be carried by Field’s in the designer area, beginning in holiday.

State Street’s inventory is to be similar to the Moscow location, with some exclusive products.

“We’re excited,” Hilfiger said, noting that the Moscow store continues to post strong numbers. He did not disclose them.

Chip Rosen, vice president, global licensing and marketing for Sweetface, estimated sales at the Moscow boutique at about $1,000 per square foot.

To access this article, click here to subscribe or to log in.

load comments
blog comments powered by Disqus