Christopher & Banks begins rolling out new store concept

Christopher & Banks is preparing to roll out its new missy-petite-women (MPW) store concept at 37 stores, after successfully testing the retail strategy at 20 locations across the US last year. The retailer plans to convert a total of 190 stores by the end of this year.

The new store concept combines missy, petite and women's sizes —4 to 24— in one shopping location and brings the CJ Banks brand under the Christopher & Banks banner in malls across the country. The previously separate websites also have merged into a single e-commerce site at christopherandbanks.com.

"We are thrilled to bring this concept to more locations," said LuAnn Via, Christopher & Banks president and CEO. "It allows women to find what is most flattering, regardless of size. Shoppers will essentially find the same fashion options in missy and women's sizes with slight adjustments for the perfect fit. We are committed to continuing to offer the fashion-relevant merchandise that our customers have come to love — it will just be more accessible than ever, with all sizes under one roof."

Christopher & Banks said that it decided to try out the new retail strategy in response to consumer insights from focus groups, surveys and national research studies conducted from 2012-2014, which found women want to shop the same fashion selection in all sizes in one location.

"Nearly 30% of our customers shop both Christopher & Banks and CJ Banks brands," said Via. "Women aren't always the same size on top as on bottom and this combined store model makes shopping for a woman's body size and shape easier. In the past, our Christopher & Banks and CJ Banks stores were often positioned at different ends of the mall or in a different center all together — now it's one-stop shopping."

From October 6–13, the newest MPW locations will be offering 25% off in store to mark their grand opening. Participating stores also will host drawings for $200 shopping sprees and store employees will be on hand for personal styling and outfitting consultations. The combined store floor sets are designed to make it easy for customers to shop for their size, with outfitting ideas showcased throughout.

Christopher & Banks Corporation is a Minneapolis-based specialty retailer of women's clothing that operates 550 stores in 43 states consisting of standalone Christopher & Banks stores, standalone C.J. Banks stores for its women's plus size clothing division, combined Missy/Petites/Women stores and outlet stores.