NEW YORK--The Warner Bros. Studio Store at The World Trade Center drew 5000 visitors when it opened Monday and is reportedly projected to do $1,000 in sales per square foot, or double the chain's average. It will rank among the chain's top 10 openings worldwide, according to company executives. Peter Starrett, president of worldwide retail for Warner Bros., said opening day at the 8,000-square-foot unit was 2 1/2 times above the plan, but he wouldn't provide a dollar figure. The mall at the World Trade Center, which was repositioned to target a more upscale customer, has attracted a spate of national tenants, including Express, Structure and Bath & Body Works, which opened in November, and Coach, which opened in April. The Gap and Limited opened stores at the mall last year. "The problem with the World Trade Center before was that it was geared to a lower demographic than the customers," Starrett said. "The demographics of the customers are terrific. Now with a tenant mix that is much better geared to the customer base, it can really do nothing but go up. It was a question of the World Trade Center catching up with the market." The World Trade, with its Twin Towers, attracts an enormous tourist population, and Starrett said Warner Bros. is considering 34th Street and Times Square for sites, which are also major tourist attractions. "We have looked extensively at Times Square and I'm sure we'll end up there," he said. "I think Times Square already is a major entertainment zone and I think retail will be a natural." The firm is also exploring airports and casinos. Next month, Warner Bros. will open a store in the Orlando Airport.
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