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When Paris-based children’s wear firm Jacadi opened its 27th U.S. store, a New York flagship, this month, executives kept their fingers crossed.
This story first appeared in the September 29, 2008 issue of WWD. Subscribe Today.
“Back-to-school has been excellent and we didn’t really know what to expect in a struggling economy,” said Peggy Waldo, director of Jacadi USA. “Parents are literally coming in and wardrobing their children, so it’s been a great couple of weeks.”
The 1,500-square-foot store at Madison Avenue and 89th Street is in the heart of Manhattan’s Upper East Side. The flagship showcases the entire Jacadi collection for infants, girls and boys, while some of the smaller stores only offer an edited mix.
The location also showcases a full nursery collection, which includes everything a parent needs — from crib bumpers to bottles, toys, shoes, Bugaboo strollers, even fragrances. Service representatives are available to aid the new mom through a registry, which can also be retrieved and updated online. Items range from about $30 to $160.
“The idea is to provide an excellent level of customer service so that a new mom can easily pick out items for the nursery,” said Linda Snowe, director of stores for Jacadi. “It’s like a one-stop shop.”
The interior is painted white with subtle signature baby blue elements throughout. The space is merchandised by age (up to 12 years) and sex of the child and sectioned into themes, such as the Mademoiselle collection of pink, white and brown dresses, tops, coats and pants. Waldo said although the girls’ business is still better than the boys’, Jacadi is seeing a lot of growth in boys’.
“There are just so many more items to buy for a girl, but our boys’ business certainly is quite strong,” Waldo said.
With 250 Jacadi stores in operation worldwide and three stores in Manhattan — two on the Upper East Side, one on the Upper West Side — Waldo said the firm is on the lookout for a Manhattan location downtown.
Waldo expects the flagship to bring in about $2 million in sales for its first year.