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Expecting on Madison Ave.

Mimi MaternityO, the maternity retailer with 150 locations throughout the US, opened a newly designed flagship store on October 30, in the heart of New York City.

Centrally located at 360 Madison Ave., between 45th and 46th Street, the new Mimi Maternity flagship store offers the working mom-to-be convenient access to the latest in contemporary and affordable maternity fashions.

Running to work, off to a Broadway show or just taking a stroll down Madison Avenue--the modern pregnant woman wants the fight clothes to get her through the nine months. Mimi Maternity's winter and holiday 2003 collection features the latest in trendy and elegant eveningwear, the most up-to-date in professional apparel and a mix of hip urban fashion, including suede halters and mini cargos.

The new store will embody an innovative new Mimi Maternity0 store design.

"The uniqueness of the design is 'maternity with an edge,' warm and trendy at the same time ... this is definitely not your mothers maternity shop," said Stuart Leibach, vice president of construction with parent company, Mothers Work.

Industry trends reveal a growing demographic that is younger, fashion oriented and trendy while remaining price conscious.

"The new design and merchandising accomplishes a retail environment that visually connects with customers lifestyles, wants and needs, offering a continuation of the fashion experience she has been accustomed to prior to her pregnancy," Leibach added.

Designed by Cowan & Associates, the store has evolved in a merchandising and design direction with metal and frosted acrylic fixtures, use of lifestyle graphics and an open ceiling--creating a designer shop feel you would expect to find on Madison Ave.
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Title Annotation:Retail
Publication:Real Estate Weekly
Article Type:Brief Article
Geographic Code:1USA
Date:Nov 12, 2003
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