BAFTA Britannia Awards, Arrivals 2016 Jane Seymour

ATLANTA — Because of strong growth in its social occasion category, AmericasMart is adding 70,000 square feet of social occasion merchandise on the 14th floor of the Atlanta Apparel Mart, which will debut at the 2017 World of Prom market in August.

Jovani will anchor the new design-driven fashion, relocating from the 10th floor and more than doubling its space to nearly 11,000 square feet.

Additional domestic and European lines, both new and already existing in AmericasMart, will take space on the 14th floor, as well, but names haven’t been revealed. Social occasion lines will continue to have showrooms on the 10th and 12th floors. The 14th floor had been vacant for about 10 years.

“AmericasMart Atlanta is the premier market in the world for showcasing gowns,” said Jovani vice president, director and chief financial officer Abraham Maslavi. “We are so successful in there that we need to expand our space to showcase more looks and continue to grow the line.”

Mary Sullivan, senior vice president of leasing of AmericasMart, said, “Floor 14 will be the pinnacle shopping experience in Building 3. With elegant finishes, buyer amenities and high-end lines, we could not think of a better anchor than Jovani for this luxury buying destination.”

She added that the growth has been fueled by a dedication to supporting the category across AmericasMart channels. “In addition to growing our leasing teams, we have invested in social occasion from a retail services, marketing and facility perspective — and it really shows,” she said.

The expansion follows the addition of the 12th floor social occasion collection and the launch of VOW/New World of Bridal market in 2012, the 2013 debut of The Collective, a permanent temporary collection, and the addition of a spring VOW market in 2016.

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