Woodland Hills, Calif. -- Casual Male Retail Group is taking a new approach with merchandising and store set-ups for the nationwide roll-out of its DestinationXL (DXL) format, which brings together its value, mid-range and luxury men's apparel under one roof. The chain has outsourced the store set-up function to Great American Group, Woodland Hills, Calif.
"We opened four stores using our own visual team and district managers, flying large groups of associates in to help set-up the DXL store layout each time," said Brian Doherty, director of field support, Casual Male. "Although there's a cost associated with paying for flights and hotels for a four-to-five night stay, we realized that the real cost was pulling these people away from their day-to-day responsibilities and the>effect it had on each district's overall sales performance."
After a test, Casual Male decided to go with Great America Group’s store opening program.
"We were impressed with the level of expertise and precision Great American Group demonstrated in executing the DXL store opening plan, which led us to use their team for all DXL openings," Doherty said.
Great American Group is on track to help Casual Male set up the majority of the 50 DXL stores scheduled to open throughout the U.S. by the end of the year.
In addition to store layout and merchandising support services, Great American Group helped Casual Male "fold in" existing inventory from the smaller, former Casual Male locations into the larger DXL stores, which range in size from 7,000 sq. ft. to 10,000 sq. ft.
Casual Male plans to continue using Great American Group's store opening program during the "rapid expansion" of its new DXL store format, according to Doherty.
"Our Store Opening Program provides clients with a one-stop shop for their global expansion needs," said Mike Wyse, Great American Group VP president. "Our goal is to simplify the store opening process.