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Bergdorf Goodman Prepares to Renovate Just About Everything

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A rendering of the Chanel space via <a href="a%20href=" http:="">WWD</a>
A rendering of the Chanel space via WWD

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On the heels of its 111th anniversary, Bergdorf Goodman is planning to embark on a massive renovation this year that will result in no fewer than 40 different projects spanning both the women's and men's store. Today's WWD outlined the highlights, and after the jump we've broken them down further into a more digestible format. Read on for Bergorf's plans to beef up its shoe salon, as well as what's in store for Chanel, Céline, and Saint Laurent.

1. The Shoe Salon Will Expand by 20%
Last year, Barneys, Saks Fifth Avenue, and Macy's all revamped their shoe salons dramatically. Now, it's Bergdorf's turn. The department will grow 20% in size, and new vendors, like Gianvito Rossi and Paul Andrew, will be added to the roster.

2. Chanel and Céline Will Be Front and Center
President Joshua Schulman acknowledged that currently, Chanel is "tucked behind an escalator and not visible from any main entrance," and plans to right that wrong by relocating the brand so that it's directly visible from the Fifth Avenue entrance. The space for Chanel accessories will triple in size, and the entire area will transform into an "ultraluxe" environment, complete with a gold woven wall and a black marble floor border. Céline accessories will "anchor" the other side of the store.

3. Designer Shop-in-Shops Will Be Renovated and Expanded
A handful of high-end brands will see makeovers to their own designated areas, including a "reworked Saint Laurent shop reflecting the influence of creative director Hedi Slimane." Similarly, Balenciaga will be renovated "per Alexander Wang's vision for the brand." Both Azzedine Alaïa and Céline will be expanded (the Céline in-store shop will be the company's largest in the U.S.), and new shops will be added for Alexander McQueen, Marc Jacobs and Stella McCartney.

4. A Luxury Accessories Section Will Be Added to the Men's Store
According to the article, "men's leather goods is one category where Bergdorf's has only scratched the surface." That will all change with the revamp of a luxury accessories section on the department store's main floor near the Fifth Avenue entrance.

5. The Second Floor Will Add Plenty of New Shops
The second floor in the men's store will be redesigned to include special shops for Ralph Lauren's Black and Purple labels, Ermenegildo Zegna, Brioni, Attolini, Isaia and Kiton.

6. Berluti Will Get Its First In-Store Shop in the U.S.
Schulman explains: LVMH [Moët Hennessy Louis Vuitton] is investing in Berluti's reinvention." So there's that. The space will include everything from sportswear to footwear, which will have its own space on the first floor while the rest of the shop resides on two.

Lastly, and perhaps most necessary after all that work, a bar/café is coming to the second floor by the rotunda. That's slated to open sometime this fall, whereas the rest of the changes are expected to be completed by September.
· Bergdorf Goodman's Joshua Schulman Unveils Store Strategy [WWD]
· Three Fun Facts from the Bergdorf Goodman Documentary [Racked NY]
· All Bergdorf Goodman Coverage [Racked NY]

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