HomeMy WebLinkAbout2014 05-16 Herberger's opens outlet store in Maplewood STAR TRIBUNE *StarTribune MAY 1 • A MAY 1 9 2014
Herberger's opens outlet store
in Maplewood s Home
Article by:John Ewoldt
Star Tribune . ,; •� _ _f
May 16,2014-2:38 PM ,� c� .
Herberger's has opened its first free-standing
outlet store in the Birch Run Station shopping
center,one block west of Maplewood Mall.
Customers looked at clothes during opening
It's the first Herberger's branded outlet store for day of the Herberger's Clearance Center on
g Thursday,May 15,2014,in Maplewood,Minn.
owner Bon-Ton,which also operates 271
department stores in 25 states,including Schneider,Renee Jones,Star Tribune
Younkers and Carson Pirie Scott. ,
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The store opened Wednesday to large crowds,a , -
surprise since the official opening starts Friday.
Most shoppers discovered the store by accident
y
when driving by. /a'
Connie Same of Maplewood said she usually
shops at Kohl's,T.J. Maxx and Macy's,but
thought the deals in the kids and home Sharmi Richardson past the time,while her
departments were excellent. mom Daya Parsons shopped,putting colored
stickers on her face from the sticker deals on
clothes during opening day of the Herberger's
"I got an 11-piece set of Paula Deen cookware at Clearance Center on Thursday.May 15,2014,
in Maplewood.Minn.
75 percent off,"she said."I may not agree with
what Paula said in the news,but this is a great Schneider,Renee Jones,Star Tribune
deal."
Herberger's chose to open the clearance center in the Twin Cities because the chain has
been"extremely successful here,"said John Morgen,director of clearance operations.
The midpriced department store also has a low-profile clearance center on part of the second
floor at the St. Paul Midway store on University Avenue.
Opening an outlet store that isn't a part of an outlet mall is somewhat rare today,said Dave
Brennan,co-director of the University of St.Thomas Institute for Retailing Excellence.
But Herberger's is not going out on a limb in this location."They're placing themselves in a
value-oriented strip mall,"he said.
It may not be a full-blown outlet mall similar to Albertville Premium Outlets,but Birch Run
Station tenants include Marshalls,Burlington Coat Factory,ApplianceSmart Outlet and
Savers.
Locating an outlet so close to full-price retailers used to be verboten,but Brennan said that
tradition is no longer valid.The new clearance center is only a few miles away from a full-price
Herberger's in Rosedale and only a block away from Maplewood Mall.
"The Eagan outlet mall that opens Aug. 14 will only be a few minutes away from Mall of
America,"he said.
Herberger's 27,000-square-foot outlet space in a former OfficeMax includes a large selection
of ladies,kids and men's clothing,accessories,shoes and home goods at discounts of 60 to
80 percent.All of the merchandise comes from full-line Bon-Ton stores(Herberger's, Boston
Store,Elder-Beerman and others)that went unsold at the end of last year's spring/summer —
season.
None of the goods are special-purchase items made specifically for the outlet,store manager
Brian Schinke said."That may change in the future,"he added.
Schinke declined to comment on whether the Midway clearance center in St. Paul will remain
open,but said that clearance centers are a growth venture for the company. Brennan thinks
the Midway clearance department will remain open since outlet-priced goods are a good fit for
University Avenue consumers.
Besides the Maplewood outlet, Bon-Ton has two Carson Pine Scott clearance centers in
Chicago and one Boston Store outlet in Milwaukee.The chain has 18 full-line stores in
Minnesota, including Roseville,Stillwater, Bloomington, Edina, and Blaine.
Schinke thinks the big draws at the outlet will be women's shoes and home furnishings such
as cookware,glassware,bedding and towels.Bon-Ton is also known for piling on additional
discounts on selected items.Through Tuesday,the outlet takes an additional 25 percent off
apparel and an additional 50 percent off home furnishings and dresses.
John Ewoldt•612-673-7633
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