Saks Fifth Avenue's New Shoe Haven
"We understand the impact of the shoe department on our overall business," said Ron Frasch, president and chief merchandising officer at Saks Fifth Avenue. "Right now, we have a very congested shoe department that doesn't allow for the level of service we want to deliver."
The new designer shoe salon will have a total of 17,500 square feet of space, with about 9,000 square feet dedicated to a stockroom and storage.
Officials from the United States Postal Service hand-delivered the news at a luncheon the luxury retailer hosted today to unveil the special zip code. This is the first time in U.S. history the post office has ever granted a floor its own zip code or allowed for four letters to be added to the end. A series of limited edition 41-cent stamps also commemorated the event. On hand for the announcement were Frasch; Stephen Sadove, chief executive officer of Saks Incorporated; Terron Schaeffer, Saks' senior vice president of marketing; and William Herbst, VP of visual merchandising.
Hambrecht Oleson Design Associates is overseeing the design of the new department. The firm also recently renovated Saks stores in Atlanta, Beverly Hills, and Boca Raton, and planned the new 150,000-square foot Mexico City flagship, slated to open in November.
Construction started on the floor this week, and once done, the department will boast a myriad of features-and advantages-for Saks clients. An express elevator will open right onto the eighth floor; the Café SFA on eight will be renovated and joined by an all-chocolate café, Charbonnel et Walker; an on-site repair service (the first of its kind) will be established; associates will be able to access an instant inventory check to locate shoes; and for a stockroom, the floor will even have its own receiving area and dedicated elevator. A VIP room will also be erected for private shopping."It's a lot more surface for shoes to show full collections," said Frasch. "The idea is to open the floor up and create a fluid setting," added Herbst. "It's this meandering space; a true sense of discovery."
Wood walls and generous use of glass will create a modern feel and allow for more residential seating, light-colored furniture will complement an airy, neutral color palette, and a 70-foot-long curving wall of hand-blown Murano glass bubbles will be illuminated from the ceiling and serve as the main centerpiece of the floor. Saks' DNA will be evident on the carpeting and throughout the glass panels, and side rooms will boast curtains in back to give the impression of a shimmer effect. Shoes will be presented on white glass, antique mirror, limestone, white Carrera marble, and grey stained wood. The space will be accented by a variety furnishings, including tables from Eero Saarinen and Warren Platner, vintage furniture pieces, and curved banquettes.
Expanding the shoe salon by approximately 35 percent has allowed for several new brands to join the designer lineup: Azzedine Alaïa, Costume National, Derek Lam, Sergio Rossi, Jonathan Kelsey, Alejandro Ingelmo, Gianvito Rossi, and Nicole Brundage. They will join the more than three dozen designer labels currently carried, including Chanel, Prada, Dior, Donna Karan, and YSL. Roger Vivier, at this time on the third floor, will become a centerpiece of the new space. Shoe boutiques will be highlighted in various color schemes.The contemporary shoe department will remain on the fifth floor.
Saks officials outlined several key figures behind the expansion:
. 150% more shoes on the floor
. 50% more seating
. 50% more selling space
. 50% more sales terminals
. 75% more stockroom capacity
"It's not the biggest," Schaeffer explained of the new salon, alluding to Macy's Herald Square, "but it's big."
Saks plans to fête the opening with a gala on September 6 during New York's Mercedes-Benz Fashion Week.
JIM SHI
