 Crane & Co.
Company: Dalton, Massachusetts
- Nation's leading manufacturer of high-quality 100% cotton paper products, including all US paper currency, architectural drawing papers, social and business stationery, engraved wedding announcements, invitations, and personalized correspondence.
- A 200 year-old family owned company that decided to open retail stores that were consistent with and reflecting the company's heritage and tradition.
Goal:
- Open stores that convey an aura of quality and provide customers with their complete product line and personalized services without being ostentatious.
- Explain the unique tenancy Crane offered to Landlord community not by a being high volume tenant, but by attracting well-educated and high taste customers.
Approach:
- Evaluated sites and opportunities by analyzing demographics, disposable income, and Crane's market penetration through other distribution sources.
- Created a timetable for expansion.
- Considered the top 25 US markets with locations requiring upscale and bridge co-tenants.
Results:
- A portfolio of real estate that is among the best in the country.
- Achieved great locations without Crane being leveraged into inferior centers.
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