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Betsey Johnson has trade in her stores' familiar hot pink walls for a new store design with white walls and a checkerboard floor that looks more crisp and modern and better shows off the clothes. The new 1200-square-foot prototype opened in California's Topanga Mall last month, and there are plans to move the new design out to all of Betsey Johnson's stores.
"Instead of the bright pink stores, we've decided to make them all very sparse and white in order to have a backdrop which allows you to see the clothes better," said Betsey Johnson CEO Chantal Bacon. "It's also fun for us to introduce something new."
The design change stems from Johnson's own move on up to an apartment on the Upper East Side, where the wide open white space made her think it would be a good way to show off the clothes in her stores. The new store decor is intended to be rolled out in the seven to 10 stores Betsey Johnson intends to open in the coming year, and the 63 currently open stores will eventually be revamped to match.
· Betsey Johnson Sets New Store Design [WWD]