Barneys New York revamps Beverly Hills flagship

Barneys New York has unveiled a makeover of its 125,000-sq.-ft. flagship in Beverly Hills. The company will celebrate its 20th anniversary with more changes on the West Coast and the near completion of a revamp of its Madison Avenue flagship.

The Beverly Hills store's main floor and men's fifth floor have been remodeled, and the retailer has included the first Freds restaurant on the West Coast, reported Women's Wear Daily. These changes come only days before the company celebrates its anniversary on Oct. 15.

"This is our second most important store, after the maison, and a very significant business for us. It was time to give it some love," Mark Lee, CEO, told Women's Wear Daily. "It's completely refreshed and brought forward in the same spirit of what we tried to do in New York."

Changes in the location include moving the beauty department to the lower level, thereby freeing up ground-floor space for jewelry, accessories, handbags and shoes. The remaining three out of six levels will be overhauled in the next few years.

The unique space includes a Regency-style marble staircase, a skylight, and a lot of windows. Customers can also stand on Freds' fifth floor terrace and get a 360-degree view of Rodeo Drive and the Hollywood sign.

Barneys joins its competitors, such as Saks Fifth Avenue and Bloomingdale's, who have recently put large investments into updating their West Coast stores.

After Beverly Hills the retailer plans to spend the next five years investing in physical stores in large markets including a new Manhattan location to open in January 2016, Miami and a move into San Francisco.

Barneys has a reputation for its high-quality customer service. In June, it made the list of top 25 retailers, according to Stella Benchmarks, with the best overall customer service. In order to provide even better service, the retailer recently launched its first mobile app exclusively for the iPad. The app offers exclusive content, product information and a personal shopping scheduling tool.

For more:
-See this Women's Wear Daily article (subscription)

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