MEMPHIS — After 40 years, James Davis is trying to recapture its youth.

Already known for its luxury looks like a cashmere shawl with chinchilla roses at $1,795 by Loro Piana, a black rabbit coat by Cassin for $2,695 and designer lines such as Giorgio Armani, Dolce & Gabbana and Badgley Mischka, the store’s owners are reaching out with a new contemporary area to attract a younger generation and new-money customers, as well.

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