WARNER BROS. TO OPEN A STORE IN N.Y.'S WORLD TRADE CENTER

Byline: David Moin

NEW YORK--Warner Bros. in May will open a 9,865-square-foot store in the World Trade Center and has a new marketing executive to keep the rapidly expanding chain visually exciting.
Terron Schaefer, a former Macy's West senior vice president, has been named senior vice president of worldwide marketing for the Studio Store division of Warner Bros. Consumer Products. It is a new post.
Schaefer will supervise visual presentation, including windows and in-store displays, advertising, sales promotion, direct marketing and public relations. He reports to Peter Starrett, president of the Studio Stores division.
Warner's 30,000-square-foot, three-level flagship, the chain's largest unit, opened on Fifth Avenue and 57th Street in 1993 and has emerged as one of the city's most popular retail draws, particularly among tourists. It features huge cartoon and superhero displays, including Superman and Bugs Bunny, a high-definition TV featuring clips from Warner movies and touch-screen video games. The downtown store, Warner's second in Manhattan, will also be rigged with bold visuals, but to a lesser degree, as it's one-third the size of the uptown store. The one-level unit at 330 World Trade Center Concourse will have the same merchandise categories as the uptown store, but in less depth. The chain operates 115 stores in the U.S. and has nailed down 17 sites where units will open this year, though more locations are being explored.
Prior to Macy's West, Schaefer held senior marketing positions at Galerias Preciados in Madrid, Harrods in London and Bloomingdale's. He also held key marketing positions at the Hill, Holliday Advertising Agency.

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