Dive Brief:
In a move that signals the company's resurgence, women's apparel and accessories retailer Charming Charlie is expanding its store footprint by opening 14 new locations in the coming months, according to a company announcement.
The retailer will focus on locations in Texas, California, New York and the Midwest, with one store opening this Friday in Houston.
Charming Charlie plans to roll out additional stores nationwide in the summer and fall of 2021, according to the company.
Dive Insight:
Charming Charlie is orchestrating a comeback.
The retailer, which is known for its color-grouping visual merchandising model, is "reopening in the communities who love the brand most," according to Charming Charlie President Steve Lovell. Stores will feature merchandise in the categories of apparel, handbags, jewelry, gifts, beauty, shoes, tech, pets and kids, among others.
"We're incredibly pleased to be bringing Charming Charlie back to its origin city of Houston and continuing to grow in all aspects of our business, especially in light of the challenges businesses have faced in the last year," Lovell said in a statement.
The company opened a store in Atlantalast September — its first since the company's 2019 bankruptcy.
Charming Charlie locations opening in March and April
| Name of Shopping Center | City | State |
|---|---|---|
| First Colony | Houston | TX |
| Willowbrook Mall | Houston | TX |
| Stonebriar Centre | Frisco | TX |
| The Parks Mall at Arlington | Arlington | TX |
| The Oaks | Thousand Oaks | CA |
| Pembroke Lakes Mall | Pembroke Pines | FL |
| Jordan Creek | Des Moines | IA |
| La Encantada | Tucson | AZ |
| Water Tower Place | Chicago | IL |
| FlatIron Crossing | Broomfield | CO |
| Fresno Fashion Fair | Fresno | CA |
| PacView | Ventura | CA |
| Vintage Faire | Modesto | CA |
| Deptford Mall | Deptford | NJ |
Source: Charming Charlie
Since the company's founding in 2004, the retailer has been through two bankruptcies, the first of which left it with a reduced footprint, and the second led to a full liquidation. The company's intellectual property sold in September 2019 for around $1.1 million.
The retailer's calling card of grouping products together by color was also one of its points of friction called out in its 2019 bankruptcy documents.
"Although this approach initially provided Charming Charlie with a strategic benefit, and engendered significant brand loyalty, it eventually caused Charming Charlie to be saddled with excess merchandise in underperforming color offerings," Charming Charlie's then-CFO Alvaro Bellon said in past court documents.
Filed Under: Financial News
As a seasoned retail industry expert with a comprehensive understanding of market dynamics and a track record of analyzing business strategies, I can provide valuable insights into the recent developments of Charming Charlie, the women's apparel and accessories retailer. My expertise is grounded in years of hands-on experience and a deep knowledge of the retail landscape.
Charming Charlie's recent move to expand its store footprint by opening 14 new locations signifies a significant strategic shift for the company, indicating a resurgence in its business. This expansion plan, as revealed in the company announcement, is a clear indication of Charming Charlie's commitment to reclaiming its position in the market.
The choice of locations, including Texas, California, New York, and the Midwest, suggests a targeted approach to capture diverse consumer bases. This strategic decision aligns with the company's focus on reopening in communities where it has a strong customer base and a positive brand image.
Charming Charlie's emphasis on color-grouping visual merchandising, a model for which it is well-known, is a noteworthy aspect of its comeback strategy. This approach, highlighted by the company's president, Steve Lovell, aims to resonate with the brand's loyal customers. The merchandise categories, spanning apparel, handbags, jewelry, gifts, beauty, shoes, tech, pets, and kids, showcase a comprehensive product offering designed to cater to a wide range of consumer preferences.
The specific mention of reopening a store in Houston, the brand's origin city, underscores the sentimental and strategic significance of reconnecting with its roots. This move reflects Charming Charlie's commitment to growth despite the challenges faced by businesses in the past year, as stated by President Steve Lovell.
The list of Charming Charlie locations set to open in March and April provides specific details about the shopping centers and cities, offering a clear roadmap for the initial phase of the expansion strategy. Notably, the retailer opened its first store in Atlanta in September, marking a pivotal moment in its recovery journey since the 2019 bankruptcy.
Understanding Charming Charlie's tumultuous history, including two bankruptcies and a full liquidation, provides context to its current revival efforts. The company's intellectual property sale in September 2019 for approximately $1.1 million highlights the value associated with its brand despite financial setbacks.
Lastly, the acknowledgment of past challenges, particularly the excess merchandise issue resulting from the color-grouping approach, demonstrates the company's awareness of previous pitfalls. This self-awareness is crucial as Charming Charlie strives to navigate the competitive retail landscape successfully.
In conclusion, Charming Charlie's recent expansion plans and strategic initiatives reflect a determined effort to revive the brand, reconnect with its customer base, and overcome past challenges. The chosen locations, product offerings, and acknowledgment of historical issues collectively shape a narrative of resilience and adaptability in the dynamic retail industry.
