Mitchells Stores, the eight-store luxury specialty store chain includes Mitchells, Richards, Wilkes Bashford and Marios.
Listen up, fashion industry. Bob Mitchell is ready to shout it from the rooftops: Mitchells Stores actually has a higher percentage of women’s sales than men’s.
Over the past four years, said Andrew Mitchell-Namdar, chief marketing officer and vice president of e-commerce, women’s sales have grown 32 percent even though no new stores have been added to the fold. “This year alone, we’re up 11 percent,” he said. “What’s happened over the years is we have the buying power,” Pieretti said. “And we’re curating the assortment for a woman.”“One of the biggest misnomers,” Mitchell said, “is that you can’t create the same loyalty in women’s as in men’s. That’s just not true. We are getting the same loyalty in women’s and when we get both people in the household, spending goes up and they’re here more frequently. And if we have both closets, we want the jewelry box as well.
To do women’s justice within the stores, they need to be a certain size, but not too big, the team believes. “You need 25,000 to 30,000 square feet, not 200,000 to 400,000,” Mitchell said. “The luxury customer wants a little more intimate experience.”. The existing store in the Stanford Shopping Center is 9,000 square feet, but in November, the company will throw the doors open to a new 23,000-square-foot store on the other side of the center.
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