Article

38. Anthropologie

April 7, 2010

The specialty store operates under the notion that bigger isn’t necessarily better. With 121 locations and a loyal customer base of women ages 30 to 45, Anthropologie certainly could capitalize on major expansion. But in an August 2008 Wall Street Journal article, Glen Senk, president of Anthropologie and CEO and director of parent company Urban Outfitters Inc., said the company would cap growth of the division at approximately 250 stores. The strategy reflects the belief of Urban Outfitters founder Richard Hayne that "big is the enemy of cool."

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