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FAO returns to Chicago

By Staff -- Gifts and Dec, 10/12/2007 10:22:00 AM

NEW YORK—FAO Schwarz said this week it will open a permanent boutique at Macy’s State Street store in Chicago, a move that could be the test case for a future roll out of such shops at Macy’s stores nationwide.

FAO will open its 5,200-square-foot store-within-a-store at the State Street Macy's on November 1. The boutique will carry a mix of “specialty toys, stuffed animals and other high-quality products,” according to the company. It willl be located in the store’s kid's department on the fifth floor. A public ribbon-cutting ceremony will take place on November 2 to officially open the shop.

"If things go well, we would roll out to other Macy's, first in the northern territory and then maybe broader," Ed Schmults, FAO chief executive officer, told The Chicago Tribune.

After the holiday season finishes, the State Street boutique will shrink in size to 3,500 square feet, an FAO spokesperson told Playthings.

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In 2003, FAO had a similar shop within a department store in the
Chicago flagship of Carson, Pirie, Scott on State Street This was just a
block away from this year's new location in the Macy's store in the
former Marshall Field's flagship. The Carson's flagship closed earlier
this year. Given that precedence, I'm not sure how successfull this will
be with Macy's.

Jim McKay - 2007-10-12 15:19:00 EDT

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