The luxury fashion brand opened a 4,000-square-foot store last month at NorthPark Center to replace a smaller unit at Galleria Dallas that launched in 1995.
The Galleria lease was up, and the company chose to move rather than renovate the store’s dated gilt decor, said Laura Manelli, global retail director for Versace in Milan.
“We think NorthPark can be the right future,” Manelli said.
NorthPark’s expansion three years ago enabled it to create two luxury corridors flanking Neiman Marcus with new tenants such as Roberto Cavalli, Giorgio Armani, Oscar de la Renta and Valentino. Louis Vuitton and Bulgari also plan to open at the mall.
The Versace boutique is unique among the brand’s eight stores in the U.S. It has the largest home-furnishings department outside the New York flagship and is the only store that doesn’t carry men’s. Handbags are prominently displayed at the front, with women’s shoes and ready-to-wear in the middle.
The decision to devote about 600 square feet to china, crystal and furniture resulted in the elimination of men’s goods, Manelli said, adding the home line typically produces $20,000 a square foot in sales.
“We decided at the beginning to sell only women’s and give more space to the home collection,” she said. “It was a good idea because in Dallas we always had requests from clients for home. We do have storage space in back that we can probably dedicate to men’s in the future.”
The 2,900-square-foot Galleria unit had little space for the home collection, she said.
Sales expectations are “high” despite the lagging economy, Manelli asserted.
“The business in the U.S. is flat in total, and Dallas is flat,” she said. “For the new store it is very early to tell, but for the first two or three weeks it is going well….The only thing I can tell you is I am very positive, because we have to be.”
The company hasn’t introduced merchandise at lower price points, she said.
Handbags retail from $795 to $6,765. Women’s shoes and ready-to-wear is tagged to as much as $20,000. The most expensive item in the store is a soft blue mink cocoon coat for $51,215, shown by request only.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)