You could call it “Extreme Makeover, Retail Edition.” The ebony veneers are being polished to a high shine, mannequins are decked out in spring finery and jewelry glistens in glass cases.
This week, Andrisen Morton Women unveils its new look.
The store is lighter, brighter and more spacious, and is loaded with new collections, from such hot clothing labels as Marchesa and Malo, shoes from Moschino Cheap and Chic, and local jewelry by designers Cathy Marquis for Stone Legends and Boecoup by Mary Boe Wilson of Minturn.
When Dave Morton and Craig Andrisen bought Auer’s in 2003 and renamed it Andrisen Morton Women, they promised to make the venerable Cherry Creek North women’s clothing store a place where not only Denver society mavens but their daughters might want to shop as well.
They hired new buyers to update the merchandise and made some changes to the look of the store, but it wasn’t until six months ago that they made the move to update the business and its image. Spending $1.4 million for interior and exterior improvements, the store awaits its close-up this week, when it hosts a benefit for Children’s Hospital on Thursday evening.
“We wanted to modernize without alienating our customers,” said Dave Morton, president, who runs the women’s division.
Andrisen, who serves as chairman, is also influential in the store’s operation, but devotes most of his attention to the 28-year-old men’s store anchoring the opposite corner of St. Paul Street.
Morton said they always knew they were going to renovate the women’s store, but with Nordstrom set to open Oct. 19 in the Cherry Creek Shopping Center a few blocks away, the schedule accelerated. “We believe in the long-term growth and vitality of Cherry Creek,” he said.
Creative director Manrique Guzman said he and the owners were going for a feeling of “Zen luxury,” using a neutral palette and high-end materials to provide a muted background where the clothes and accessories grab the attention of shoppers. “We wanted it to feel inviting and relaxing, like a home,” he said.
Track lighting was replaced with recessed fixtures that are four times brighter, Morton said. Exterior glass was updated and windows expanded to provide passersby with a better view of the store’s merchandise, and make the space feel more open from the inside too. The store planning and design was done by RMRP Design Inc. of Atlanta.
The biggest change shoppers will note is the expanded accessories department near the entrance. Cases of jewelry feature designs priced starting at $85. These are baubles a woman picks out for herself, and doesn’t wait for her boyfriend or husband to buy. The expanded handbag and shoe department features such labels as Lockheart as well as Lamberston Truex and Anya Hindmarch.
Along with the renovation, the retailer is looking at other ways to reach customers. They company is now producing two slick “magalog” style publications each year, showcasing its merchandise for both women and men. It continues to do numerous trunk shows each season, and to support charity events.
Customers are embracing the changes.
“I shop there for both my clients and myself,” said Rachael Donaldson, a style coach and personal shopper. “I was so excited to see they are carrying a new line that I love, Magaschoni, and lines like Tory Burch, that are cute and younger. And they’re more affordable.
“Still, I think they’re very cognizant of not alienating their more mature clientele,” she said.
