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CASE STUDY
Rubenstein's
Rubenstein Brothers, Andre and David, for years the premier men's clothiers serving the New Orleans market, determined that expanding their downtown main store offered their best growth opportunity.
A suburban Lakeside store in Metarie no longer fit the strategic plan. They decided to close it in order to concentrate on plans for Downtown and to redeploy assets in that direction. Bringing the main store vision to reality, they knew, required their full creative energy. Accordingly, they called on Natelsons to develop a plan for closing in Metarie and, with minimum oversight, to execute it.
They set the parameters – maximum return from their suburban store investment; minimum damage to their regional reputation, and minimum demands on their time.
We accepted the challenge. Written merchandising, marketing and staffing plans were developed for their approval in advance. Execution was our responsibility.
While the process of closing Metarie was in progress, Rubenstein Brothers announced their plans for Downtown expansion – a new 1200 sq. ft. Zegna shop for men and a new Downtown Rubenstein's women's store. Clearly Rubenstein's had no intention of abdicating its position as the foremost specialty store in the Mississippi Delta region. Andre and David made it happen.
Rubenstein Brothers had two separate task forces to accomplish two separate but strategically related missions. Both were successful.
After the first week of the store closing sale, original sales projections were revised upward. Final results exceeded the revised projection by 16%. The effect on Downtown store sales was minimal.
Shortly thereafter Andre and David unveiled their new creations. Zegna and women's shops opened on schedule and were thriving at last report.
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