J. Crew
Company: New York, New York

• J. Crew began as a catalogue company with ready to wear classics.
  
• Based upon its timeless styling, J. Crew merchandise was regarded as "All American" clothing.
  Goal:
  
• The second phase of product distribution was to open stores in upscale and bridge shopping venues and better outlet locations that were consistent with the lifestyle image that the catalogue projected.
  Approach:
  
• Created a timetable for expansion.
  
• Developed procedures for creating a strategic plan that was both fluid yet structured for creating a list of potential locations.
  
• Evaluated sites based upon a rating system developed jointly by Bieri Company and the J. Crew Executive Team.
  
• Emphasized opening stores in areas where catalogue sales were highest.
  
• Sought specific centers and shopping districts that had a merchandise mix of bridge and designer co-tenants appealing to a similar shopper.
  
• Introduced and presented the J. Crew concept to landlords in a manner that generated numerous opportunities for J. Crew.
  
• Re-prioritized the sites as the rollout unfurled.
  
• Qualified opportunities through site visits.
  
• Negotiated leases with low occupancy rates and favorable tenant incentives.
  Results:
  
• Over an 18-month initial rollout period, negotiated the first fifty leases.
  
• Handled the real estate work in such a way that allowed J. Crew to focus on the operations, construction, and merchandise demands associated with opening many stores in a compact time frame.
  
• The deals and leases negotiated by Bieri Company on behalf of J. Crew, made J. Crew's Real Estate portfolio the envy of all retailers in the shopping center industry and gave J. Crew a strong foundation from which they built success.