J. Crew's Madewell concept will soon open its second Atlanta area store, this time at Perimeter Mall. The chain's first area location at Lenox Square opened in 2008 and has been gaining momentum and popularity. While the Madewell name has been around since 1937, when it was a denim label, the Madewell of today was introduced in 2006. The chain features moderately priced apparel, slightly below that of J. Crew. Their core demographic is women age 18-40. Each store is a little different, their SoHo location in New York is one of the coolest I've seen.
An official mall announcement has yet to come, but my guess is that the store will be located adjacent to Bloomingdale's on the second floor of the mall. The space has housed a number of failed local concepts, most recently, Adrenaline, if I recall correctly. J.Crew is not far away and Bloomingdale's Y.E.S. department (girls) is located right inside the doorway.