Stores - September 2006 - (Page 24)

CONCEPT2WATCH toe dressing with blouses, pants, dresses, skirts, pa- jamas, undergarments and shoes. Apparel and bedding are rated for softness on a Soft Sell three-cloud system. Home accents such as lamps, wall hangings and rugs often compliment bed- ding ensembles; chairs, ot- Soft Surroundings tomans and bed frames Hazelwood, Mo. round out the furniture of- One store metro St. Louis ferings. Robin Sheldon, president Soft opening The store, Soft Surroundings was already a successful di- designed by JGA of South- Soft targets Customers rect-mail and e-merchant field, Mich., was to embody are busy women think 35 when it opened its first Soft Surroundings' tagline: and older whom Soft bricks-and-mortar store my time. my place. my Surroundings encourages last November. President self. The pergola-inspired to take a moment and Robin Sheldon knows a entry opens to reclaimed renew body and spirit. For successful business wood flooring and rubbed the body, merchandise in- model: she spent five plaster walls. Over-scaled cludes apparel and ac- years as head of mer- mirrors, ornate chande- cessories, the majority of chandising for Coldwater liers, unique seating, cloth- it private label. Skin care Creek. covered tables, an abun- dance of natural light and and makeup lines include Juice Beauty, CARGO, large dressing rooms serve Payot, Vincent Longo and to position Soft Surround- Philip B. For the spirit, the ings as a serene oasis. store offers anti-stress and Lifestyle vignettes cross- body care products ranging merchandise home ac- from sleep aids to aro- cents with personal care items and apparel. A wall matherapy wraps. Photos: Robert G. Grimm Photography, St. Louis cubby system dramatically Soft Surrounding has displays towels and pillows kept its target's mindset interspersed with candles artistic, eclectic seekers of and aromatherapy prod- self expression in mind ucts. while merchandising. Be- The company is scouting cause these attributes tran- locations outside of St. scend size, Soft Surround- ings' easy-care apparel Louis and plans to open runs from petites to two new stores in 2007. women's 2X. It's head-to- Janet Groeber 24 W W W. S TO R E S . O R G http://WWW.STORES.ORG

Table of Contents for the Digital Edition of Stores - September 2006

Executive Editor's Page
President's Page
NRF News
Retail People
Cover Story: Sights Set on the Subcontinent
Data Management
In-Store Applications
Real Estate
Human Resources
POS Systems
System Security
Asset Management
In-Store Promotion
Call Centers
Order Fulfillment
Loeb Retail Letter
ARTS Update
Workplace Law
Advertisers Index
Company Index
Retail Profit Scoreboard
Retail Industry Calendar

Stores - September 2006