CROMER OPENS 1ST DALLAS STORE AND SETS MORE

Byline: Holly Haber

DALLAS — Florence Cromer Fashion, a sportswear division of the MCM luxury accessories firm, has opened its first store here, and plans six more boutiques and two factory outlets in the next year.
Sites are being scouted in New York, San Francisco, Boston and Florida.
Until now, Cromer’s bridge sportswear and sport collections have been sold through mail order and as a sideline with MCM handbags and luggage in most of MCM’s 25 North American and Caribbean stores. Started in 1991, Florence Cromer Fashion remains a division of MCM and its apparel will continue to be sold in MCM boutiques, even though it has moved into retailing on its own.
Cromer Fashion, based in New York, hopes to boost sales from $3 million in 1995 to $6 million to $8 million next year. “We will try to project two different images,” explained Florence Cromer, founder and designer of the FCF collections. “MCM is more classic leather goods. FCF will be more fashion-driven and younger, which is also due to lower price points.”
Opened the day after Thanksgiving, Cromer’s 950-square-foot store at NorthPark Center is expected to do $475,000 in first-year sales.
“Everybody asks, ‘Why Dallas?”‘ Cromer said. “First, we got a very good location in NorthPark, and I believe Dallas is a very good apparel market.”
The store will stock Cromer’s entire line, which is targeted to professional women with a bit of fashion flair. The collection offers day and eveningwear in primarily natural fibers and leather.

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