Neiman Marcus Plans New Cusp Stores

by Deidre Woollard (RSS feed)
Jul 6th 2006 at 7:13PM

WWD has a piece on the new move by Neiman Marcus Group to capture a younger demographic. Their new Cusp stores are smaller, hipper stores designed to lure those who might regard the traditional Neiman's as a bit staid.
The four pilot cusp stores will be launched in Tyson's Corner in McLean, Va., Century City in Los Angeles, Georgetown and an unnamed location to be determined later. Cusp will have a more contemporary look and feel with fashion, accessories, beauty products and CDs and books. The article says that the stores will be decorated with a mixture of flea-market finds and natural elements (hmm, sounds like someone's been checking out Anthropologie). The Cusp stores won't be branded with the Neiman Marcus name but you can use your Neiman's card there and the idea behind the store is to offer Neiman's signature service and luxury but with a fresher style.

Tags: cusp, fashion, merchandising, neiman marcus, NeimanMarcus, retail

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Reader Comments (Page 1 of 1)

CK Dexter-Haven Jul 6th 2006 9:23PM

Obviously N-M is doing quite well in the DC area, since two of those four locations are there...

jm Jul 7th 2006 2:28PM

of course you can use your neiman's card there, because you know, THEY DONT ACCEPT VISA.

Susu Jul 10th 2006 8:32AM

I'll be interested to see how this does. N-M clearly feels that it is not reaching younger customers and sales must be reflecting this. A move toward a smaller store with a boutique feel is a bold move but not an original one. I wonder how much this is going to cost them and am curious to see whether this will develop as a successful diversification of their current business. Positive press in independant publications (other than those produced by themselves!) will be a barometer of thier success as this is the market that they are aiming to entice.

Diane Jul 10th 2006 9:38PM

Barney's COOP, anyone?

jenna Aug 1st 2006 11:54AM

I checked out the Cusp store @ tysons over the weekend ..before i read this.. it was great! i loved the decore which was NOT anthropoligie-y at all..more "hot-rod mod" which i liked..the merch was great..even had the new patent leather fendi bags with the cool "buckles" and the service was great too.. would have liked a better shoe selection and the logo is funny cause at first it totally looked like the store was called "C cups" lol.. but I definately had planned to go back..no way i wnated my boyfriend to see how much i was planning to spend! lol