STORE SHOW: New York & Company Inc. is getting ready to strut its stuff with a new store design that has a runway as its centerpiece. The first example was installed in the retailer’s Columbia, Maryland store. Its unit on Lexington Avenue and 58th street will also get the update.

The runway is used to divide the store into Uptown and Downtown sections that represent both sides of New York & Co.’s style. Gregory J. Scott, New York & Co.’s chief executive officer, said that for the first time, the retailer’s two personalities are clearly defined. The new prototype gives subbrands their due. “We haven’t been able to clearly present the subbrands and their personalities with a sense of discovery,” Scott said. “We’ll have a shop for Seventh Avenue suiting, our Love NYC lounge collection and our new Eva Mendes collection. We’ll have a place for accessories. Each room will have its own personality under the New York & Co. umbrella. The goal is for the store is to be more productive. When we have true shops, it makes every part of the store more productive.”

This story first appeared in the October 10, 2013 issue of WWD. Subscribe Today.

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