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Century 21 is testing mannequins as part of its revamp. Image via WWD.
Discounters are feeling the pressure to go upscale: last week Loehmann's declared itself "the specialty of off-price" with an upgraded Chelsea store, and now, Century 21 explains to WWD they want to position themselves as "the boutique of off-price."
One way they plan to do that is by opening "the Palace"—a penthouse within their Manhattan flagship accessible exclusively by a private entrance. The Palace will focus on high-end designers and be open this fall to members only, with a focus on four-day flash sales. No word on how, exactly, one becomes a member.
The Palace joins the bevy of recent upgrades at the Financial District mainstay, which included a M.A.C. Cosmetics counter and improved store layout. A new store facade is also in the works, along with plans for upgraded online content, a 2015 Fulton Street store in Brooklyn, and more trend-focused merchandising. While makeovers and expansions are a huge focus for the retailer, they don't imagine growing beyond 12 to 15 stores.
· Century 21 Plots New Paths for Growth [WWD]
· Loehmann's Chelsea: 'The Specialty of Off-Price' [Racked NY]
· Tour Century 21's New Floors, Cafe, and M.A.C. Counter [Racked NY]
· Century 21 Is Officially Coming to the Fulton Street Mall [Racked NY]