The next installment of Madewell x Sézane

Madewell is hoping to give parent J. Crew a shot in the arm.

The popular brand on Monday opened shops-in-shop at six J. Crew locations. Madewell said the shops-in-shop are an exciting way to provide customers with new locations where they can experience the brand in person.

Madewell in-store shops bowed today at The Shops at Columbus Circle in Manhattan; Yale University, New Haven, Conn.; Jordan Creek, West Des Moines, Iowa; International Plaza, Tampa, and Aventura Mall, Miami, Fla., and Dartmouth University, Hanover, N.H.

The J. Crew units were strategically chosen to complement, not cannibalize, existing Madewell stores. Offering the Shops at Columbus Circle location allows customers to shop for Madewell on the Upper West Side, where there aren’t any existing stores. Madewell operates units on Fifth Avenue in the Flatiron District, SoHo, the Meatpacking District and Madison Avenue in Manhattan.

Shops-in-shop have a denim focus and resemble Madewell stores, replete with Denim Bars.

From March 1 to 3, J. Crew at the Shops at Columbus Circle will host Austin, Tex.-based Ft. Lonesome, which creates custom-embroidered Western wear. Consumers can have exclusive New York-themed patches or their names chain-stitched on Madewell denim at no charge with a purchase. Free totes with a purchase will be given away while supplies last.

Former J. Crew chief executive officer Millard “Mickey” Drexler bought the Madewell trademark in 2007 and sold it to J. Crew. The brand, which focuses on denim, chambray shirts, dresses and cowboy boots, has had a distribution deal with Nordstrom since 2015. J. Crew the following year joined Madewell at Nordstrom.

J. Crew Group in the third-quarter ended Oct. 28, 2017, widened its net losses $17.6 million from $7.9 million a year ago. But adjusted earnings before interest, taxes, depreciation and amortization rose 27 percent to $67.9 million. Total revenues for the quarter decreased 4.5 percent to $566.7 million from $593.2 million while comparable sales decreased 9 percent.

Madewell had momentum in the third quarter, growing sales by 22.2 percent to $107.5 million, while J. Crew’s sales fell 11.8 percent to $430.4 million. J. Crew said it was shuttering 20 more stores than planned in 2017, for a total of 50, as sales continued to slip.

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