Cedar Falls is home to the first Journeys Iowa store outside of a traditional mall | Local News
CEDAR FALLS – Journeys, a chain of teen specialty stores, has opened its first location in Iowa outside of a traditional mall.
On April 30, he became the new tenant of East Viking Plaza. It occupied a 1,229 square foot space that once housed an Oshkosh B’gosh, a children’s clothing store.
Previously, eight Journeys stores and one Journeys Kidz store opened in traditional malls across Iowa, according to a news release. One is at the Crossroads Mall in Waterloo.
The retailer, which has more than 860 stores, says it “emphasizes fashionable and affordable branded shoes, apparel and accessories”. It offers brands like Converse, Vans, Crocs, Hey Dude, Birkenstock, Adidas and UGG.
The new store, between Plato’s Closet and Buckle, is open 10 a.m. to 8 p.m. Monday through Saturday and 11 a.m. to 6 p.m. Sunday.
“Journeys has enjoyed success for 36 years by continuing to evolve the way we serve our customers to best meet their needs and busy lifestyles,” said Mario Gallione, President of Journeys, in the press release. . “Expanding into non-mall locations brings Journeys stores closer to where our customers live, work and go to school, making it as easy as possible to get to our locations.”
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Mimi Vaughn, president and CEO of Genesco, the parent company of Journeys, noted on a recent conference call with investors that Journeys’ research indicates that “a third of its target consumers visit local malls non-mall two to three times per month and enjoy the convenience of shopping closer to home, combined with enhanced omnichannel services like easier curbside pickup.”
“We’ve piloted a number of these non-mall locations that are larger than our mall stores and can carry a full assortment of products for adults and children,” Vaughn said.
Due to positive results, Vaugh said the company has signed deals for more than 25 of those sites that will open this year and early next.
Target and Scheel’s are the flagship stores at East Viking Plaza. Other stores have recently opened there, including Buff City Soap and Plato’s Closet.
But now the mall is fully leased, said Kyle Nageleisen, leasing manager at Midland Atlantic Properties, which owns it.
Chris Meyers owns a group of Sun Tan City stores in Des Moines, but is now expanding his portfolio and opening Buff City Soap franchise stores in Iowa.
One of the goals “is to be the one-stop-shop for carefully curated selections from brands like Converse, Vans, Crocs, Birkenstock, Adidas, UGG, and more,” Gallione said in response to email questions.
“The Journeys shopping experience goes beyond the average retail environment, it’s an extension of the teenage lifestyle,” he added. “Every store is designed to welcome, inspire and include every shopper. Self-expression isn’t just accepted, it’s encouraged with unique merchandise shelves, exclusive digital content, and friendly staff who reflect company values.
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