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Bloomingdale’s Spring Takes New Role

Bloomingdale's senior executive vice president Tony Spring has been put in charge of stores, shopping services, visual and store design and planning.

NEW YORK — Bloomingdale’s senior executive vice president Tony Spring has been put in charge of stores, shopping services, visual and store design and planning.

Spring will take over from Julie Greiner, who on Aug. 1 becomes chairman and chief executive officer of Macy’s Florida. Bloomingdale’s and Macy’s Florida are divisions of Federated Department Stores Co. Inc.

An 18-year veteran of Bloomingdale’s, Spring was in charge of marketing, Bloomingdale’s Direct and restaurants. He will continue to report to Michael Gould, chairman and ceo. Bloomingdale’s has been operating with three senior executive vice presidents — Spring, Greiner and Frank Doroff, who is in charge of women’s ready-to-wear. The retailer has not picked a successor to Spring.

Spring will play a critical role in Bloomingdale’s increasingly complicated and ambitious store program, which involves efforts to elevate the image, visuals and shopability of the 33 stores. There are renovations in the works, and one big store opening set in San Francisco in September 2006.

“The store program at Bloomingdale’s is 100 percent about people,” Gould said. “Execution is an enormous part.”

Bloomingdale’s is undergoing “major redos” in Century City in Los Angeles, King of Prussia outside Philadelphia and White Plains, N.Y., as well as significant renovations in Boca Raton and Palm Beach Gardens, Fla., Gould said, adding that “tens and tens of millions” of dollars are being spent to improve Bloomingdale’s stores. He did not offer specific figures.

Aside from San Francisco, no other openings have been announced, though new locations are expected to be determined as a result of Federated’s pending takeover of May Department Stores Co.

Bloomingdale’s might eventually take a few locations in affluent areas occupied by the May nameplate’s Marshall Field’s, Lord & Taylor and Robinsons-May. Last week, shareholders of Federated and May approved the merger, which should close in the fall.