Christopher & Banks will operate approximately 190 stores with this real estate and merchandise format that brings the CJ Banks brand under the Christopher & Banks banner in malls across the country.
October 3, 2014
Christopher & Banks, a women’s specialty retailer, has announced the Oct. 6 grand opening of 37 stores that reflect their retail strategy that combines missy, petite and women’s sizes — 4 to 24 — in one shopping location. Following these openings, Christopher & Banks will operate approximately 190 stores with this real estate and merchandise format that brings the CJ Banks brand under the Christopher & Banks banner in malls across the country. The previously separate websites also have merged into a single e-commerce site at christopherandbanks.com.
The current missy-petite-women (MPW) store concept was launched and tested in approximately 20 locations across the United States in 2013, after converting the retailer’s flagship store at Mall of America in 2011. Initial results were very positive, leading to the decision to convert 190 stores by the end of 2014.
“We are thrilled to bring this concept to more locations,” said LuAnn Via, Christopher & Banks president and CEO. “It allows women to find what is most flattering, regardless of size. Shoppers will essentially find the same fashion options in missy and women’s sizes with slight adjustments for the perfect fit. We are committed to continuing to offer the fashion-relevant merchandise that our customers have come to love — it will just be more accessible than ever, with all sizes under one roof.”
Christopher & Banks said its new retail strategy is a direct response to consumer insights from focus groups, surveys and national research studies conducted from 2012-2014 indicating women want to shop the same fashion selection in all sizes in one location. The average clothing size for American women — 14 — was also a key inspiration to move this concept forward quickly, as 14 is on the cusp between missy and women’s sizing.
“Nearly thirty percent of our customers shop both Christopher & Banks and CJ Banks brands,” said Via. “Women aren’t always the same size on top as on bottom and this combined store model makes shopping for a woman’s body size and shape easier. In the past, our Christopher & Banks and CJ Banks stores were often positioned at different ends of the mall or in a different center all together — now it’s one-stop shopping.”
