RAMPAGE CLOTHING LAUNCHES PROTOTYPE STORE IN LOS ANGELES

Byline: Michael Marlow

LOS ANGELES--Rampage Clothing Co. has unveiled its first prototype Rampage store, a converted Judy's unit in the Beverly Center here.
From Wednesday to Sunday, its first five days of business--the formal opening was on Saturday--the store rang up more than $130,000, sources said. It's expected to hit more than $2 million in its first year.
Larry Hansel, owner of Rampage, said all of Judy's 46 units will be converted to the new Rampage format during the next three years. Rampage purchased the stores, which were in bankruptcy, in March 1993. During the transition, some price tags in the Beverly Center store carry the Judy's logo under the Rampage one.
About 60 percent of the merchandise is Rampage product. The rest ranges from backpacks and Betsey Johnson vinyl skirts to Yes jeanswear and used Levi's. In addition to apparel, the store carries what Hansel described as "apartment items," such as aromatherapy products and devices for making tea.
Hansel said Rampage store buyers had no problem ordering from Rampage competitors because of Judy's 48-year history in Southern California.
Judy's black, white and chrome fixtures have been exchanged for warm wood, wrought iron and pewter. Rampage's signature eyes, taken from the advertising campaign, make up a wall in the rear of the store near the dressing rooms.
Hansel opened the first Friends store over the weekend, also at the Beverly Center. Friends is a division of Rampage. That store is geared to girls (sizes 7 to 14) and includes Rampage products, a new Friends line of girls' apparel and collections such as Nicole Miller's new girls' line.
Hansel said he will put Friends stores near Rampage stores where he can and will include Friends in-store boutiques in other Rampage stores.
"We're not just going for the 15-year-old customer," Hansel said, pointing to a mother and daughter with Rampage bags. "We go from four to 40 here with Rampage and Friends."

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