Thursday, December 27, 2012

H&M Coming to Perimeter Mall

Stockholm, Sweden-based H&M is coming to Perimeter Mall this coming spring.

Swedish cheap-chic retailer H&M plans to open a new store on the first level of Dunwoody's Perimeter Mall.  The retailer will open in place of a soon-to-be-relocated Brooks Brothers and the recently shuttered Crabtree & Evelyn.  C&E closed Christmas Eve and will allegedly "re-open (somewhere) in Atlanta in the near future" while Brooks Brothers plans to close in late March and re-open in early April.

H&M first entered the Atlanta market in 2008 with a store at North Point Mall in Alpharetta, and later added a location at Atlantic Station. The retailer has since added locations at Cumberland Mall and Town Center in Cobb County, and at Mall of Georgia in Buford.

With stores already in North Point and Cumberland, H&M is now represented in all of Chicago-based General Growth Properties (GGP) popular metro malls... Southlake Mall notwithstanding.

Brooks Brothers has been a fixture in Perimeter mall for many years and has made the questionable decision of relocating their store to a space adjacent to the new Von Maur.  Von Maur opened its second Atlanta area store in less than two years at the popular Dunwoody mall, and on two trips by me and multiple other trips by friends, has NEVER been busy... even approaching the holidays. 

Perimeter Mall is already home to Spanish cheap-chic retailer Zara, as well as American cheapo joint, XX1 Forever, a "flagship" store from Forever 21.  The mall, like basically any "good" mall, is also home to a Gap, and newcomer and "girls only" retailer, Love Culture.

Perimeter Mall has welcomed a number of new retailers over the past few months including Atlanta's first mall-based lululemon athletica store, Atlanta first Sperry Top-Sider boutique and Atlanta's second The Art of Shaving boutique.  

Does this opening excite you?  What is your favorite store for cheap clothes? What store would you like to see open in Perimeter Mall?  Please share your comments below.


Anonymous said...

Von Maur won't last. Perimeter is losing its clientele. The last time I went there, the clientele is more akin to what you would find at Stonecrest Mall.

Not sure where the Dunwoody folks are going to shop, but it appears to be less and less at Perimeter. So goes "upscale" retail in Atlanta I suppose.

Anonymous said...

Perimeter Mall is doing fine. However, don't expect a Tiffany's or Gucci to open a boutique there, because it does not have the drawing power than Lenox/Phipps has. Perimeter mainly caters to an upper middle class demographic, while Lenox/Phipps caters to the elite.

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Anonymous said...

I don't think Perimeter is losing its clientelle, especially with the area being greatly populated, but yes, it was much better when Bloomingdale's was there. But I guess it's better to have that than nothing at all, or it would've really gone down hill. But H&M will make a HUGE positive difference there.

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