Family owned and operated department stores with a presence in multiple states are something of a relic on the American retail scene, but they do exist.
On Saturday, one such store, Von Maur, an Iowa-based department store founded in 1872, makes its Southeastern premiere at Alpharetta's North Point Mall.
The 145,000-square-foot bi-level space formerly occupied by Belk and two other retailers, was revamped to suit the Von Maur aesthetic. An open-floor plan allows shoppers to see from one end of the store to the other side. Antique furnishings throughout the store such as a wood bar with stained glass detailing in the menswear department and a vintage cash register displayed in the junior's department add a unique touch.
But the big question from anyone not familiar with the Von Maur brand is what do they sell?
"We try to have something for everyone in the store," said store manager, Tricia Moeller. "We try to focus on good, better, best. You can buy a $20 pair of sale shoes or you can buy a pair of $500 shoes."
To illustrate the point, store associates assembled three outfits for the AJC. A sweater and denim jeans topped with a faux fur vest can be had at price points under $150, about $300 and over $500 (accessories are additional). Brands represented in the round-up include Miss Me, Free People and True Religion.
Other brands in the store include designer handbags from Marc by Marc Jacobs, Coach and Kate Spade; gifts from Waterford and Lladro; Donald J. Pliner shoes; and a range of cosmetic brands including Laura Mercier.
There is at least one thing you won't find at Von Maur. Though some department stores offer branded merchandise to distinguish themselves from the competition, Von Maur only stocks retail brands. They do, however, tailor the merchandise mix to fit each individual store.
"We buy for each specific store. That is how a department store stays close to the customers who are coming in everyday," said Melody Westendors, chief operating officer. Sales associates routinely record information detailing customer requests. That information goes to the buying department each week so that the company knows store by store what is missing and what needs to be added. "In today's world, customers are on top of trends and a retailer has to work very hard to meet their desires," Westendors said.
So true, says Jan Whitaker, author of the forthcoming, "The World of Department Stores," (Vendome Press, $60), who has written extensively about the American department store.
There was a time when any major city had at least three to four local department stores, Whitaker said. And each store took pains to identify with local customers. They partnered with civic organizations, ran art contests for children, or opened store auditoriums for community meetings. Recently, shoppers have been saddened to see their hometown store brands gobbled up by corporate conglomerates. Today, finding a niche in a retail environment that is increasingly homogeneous can be a challenge.
"To a degree, you can make it by going against the trend," Whitaker said. It can be risky, but "they almost have to do something ... that defines them as worth it."
One way Von Maur goes against the grain is by offering a no interest, no fee credit card as a convenience to shoppers. In addition, sales associates are charged with building clientele, so much of the store's advertising is word of mouth. And while one competitor, Nordstrom, recently made headlines for eliminating some in-store pianists, Von Maur continues to employ an ivory tickler, who in the ultimate show of service, is always open to requests.
Von Maur
North Point Mall. 1000 North Point Circle, Alpharetta. 678-339-9988. www.vonmaur.com.
Opening day events
9:45 a.m. Ribbon cutting ceremony – main mall entrance
10 a.m. Doors open
11 a.m. Face painters and balloon artists in children's department
Noon Appearance by Jill Zarin, former star of "Real Housewives of New York" and creator of Skweez Couture Shapewear
3 p.m. Spanx styling event in Lingerie & Hosiery department
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