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Just Dreamy

ADDISON, TEX. -- Margaret Morris has big dreams for Rue de Reves, her resurrected better-to-designer women's specialty store, which opened Sept. 1 at Village on the Parkway. Average transactions are $640, and Morris claims to be on track toward...

ADDISON, TEX. — Margaret Morris has big dreams for Rue de Reves, her resurrected better-to-designer women’s specialty store, which opened Sept. 1 at Village on the Parkway. Average transactions are $640, and Morris claims to be on track toward first-year sales of about $750,000. She called the 4,200-square-foot boutique a study in contrasts from the Rue de Reves she shuttered in 1986.

That unit, stocked mostly with pricey designer apparel, had peak sales of $2 million at its closing. The unit was located near Preston Center here after vacating Sakowitz Village when Sakowitz went bankrupt in 1985. The Sherry Lane locale proved a nightmare as well, after landlords went bankrupt.

Ironically, Morris has chosen to return the store to its roots at Village on the Parkway, at Beltline Road and Dallas North Tollway — the former Sakowitz Village. Citing the Mediterranean-style strip center’s close proximity to several wealthy neighborhoods, the optimistic Morris is betting on success.

Adjoining an upscale children’s store called Petits Reves, owned by Morris’s daughter Kathryn Lloyd, Rue de Reves is merchandised with a Nineties mentality. Though prices run to $5,000 for beaded social occasion gowns, most price tags peak at $500 to $600 for the less-is-more looks that dominate the store. Offerings include laid-back casual looks by Fitigues and Norma Kamali, gossamer daywear by Wayne Rogers and Hino and Malee II and spare and sexy suits from Roger Sakoun, Lolita Lempicka and Oro Solo, among others. “Our offerings are much quieter this time around; it reflects the mindset of the market,” said Morris. “We’re a high-end Nineties store, which is worlds away from the Eighties.”

The 1,800-square-foot children’s store stocks gifts and apparel for boys and girls, from infant to preteen, with the accent on trendy as well as European-styled garments. Prices run from $27 to $350. The average checkout is about $250, and first-year sales are projected at $500,000, according to Kathryn Lloyd.

Margaret Morris said the two stores, in addition to being destinations, each generate additional traffic for the other.