Over the years, West County Center has continually added the kinds of stores its upscale shoppers are looking for. West Countians know style, says Justine Robinson, the center’s marketing specialist, and that has resulted in ever more popular and stylish storefronts. Parent company CBL & Associates Properties is focused closely on reading its clientele and delivering the kinds of stores people are looking for, Robinson says.
Recent additions at the mall illustrate that point, she says. Like the ever-popular and ageless Banana Republic, which sees customers from their teens all the way up to trendy seniors, and Gap and Gap Kids. “We always try to stay with the pulse of the shopper,” Robinson says. “We want to make sure the retailers in our center are the ones who provide the most fashionable merchandise and runway trends.” That is accomplished, in part, by closely monitoring sales and evaluating tenants, she reports. Consumer feedback, which is welcome and even solicited, is very important, Robinson says, which is why customers can share their thoughts at the service center, on Facebook and Twitter.
Another new retailer, Altar’d State, just opened this month, placing its second St. Louis location in West County Center. The shop specializes in comfortable, on-trend clothing and accessories while promoting civic involvement and charitable causes. And there are exciting changes at some of the center’s most popular stores. Nordstrom is undergoing a big remodel of its second level and will celebrate its completion in October with the launch of TopShop, a line favored by celebrities and fashionistas alike. The highly popular British line offers trendy clothing at popular prices and is exclusive in St. Louis to Nordstrom.
Also on trend is The Limited’s new Scandal line, the launch of which will correlate with the season premiere of the hit TV series. “The show’s main character, Olivia Pope, defines herself as a gladiator,” Robinson says. “This line was designed to encourage women to pursue their passions and look good while doing it.”
Francesca’s, the boutique-y accessories and clothing shop, recently established an exclusive relationship with Project Runway: Under the Gunn designer Oscar Garcia-Lopez. “His line, which features dresses and accessories, is exactly the type of product that defines our customer,” Robinson says. “The store gets new items from the line in periodically, and they sell out almost immediately.”
CBL & Associates Properties prides itself on some of the retailers it has attracted exclusively to West County Center, including The North Face, James Avery and XXI. It is also proud to promote several locally owned businesses, Robinson says, like Geranium and the popular children’s salon and spa, Sweet & Sassy. “Shopping ‘small’ is a great concept, and we love helping small businesses that make our community thrive,” Robinson says. “Geranium carries very trendy brands, like Kate Spade, and has a tremendous line of locally designed jewelry at incredible prices.”
But most of all, CBL & Associates Properties makes an effort to extend its reach in the community beyond business. Robinson notes that in the center’s lively restaurant/entertainment area, J. Gilbert’s just announced a new partnership with Saint Louis Crisis Nursery. Every Wednesday until wintertime, the restaurant will offer complimentary wine tastings from 5 to 7 p.m., with a portion of the night’s proceeds to benefit the nonprofit. “All the restaurants are great community partners,” she says. J. Gilbert’s, Bravo and McCormick & Schmick’s recently hosted a celebrity waiter event that raised more than $87,000 for Crisis Nursery. “Giving back to the community is big for our shoppers,” Robinson notes, “and we hope to continue to do events like that for local charities.”
Occupancy is nearly full, but Robinson says they have plans to target a couple of new retailers in 2015 and focus on expanding product lines. “Our consumers are looking for the latest and greatest,” she says. “We will continue to strive to meet their standards. We know they have high expectations, and we want to exceed those, providing the ultimate shopping experience in St. Louis.”
Photo: Bill Barrett
[West County Center is located off Interstate 270 and Manchester Road in Des Peres. Recent additions at the center include Banana Republic, Gap, Gap Kids and Altar’d State. Nordstrom will celebrate its second-level remodel in October with the launch of British clothing line TopShop. For more information, call 314.288.2020 or visit shopwestcountycenter.com.]