The Gymboree Corp. (Burlingame, Calif.) has launched Janeville, a new retail concept offering clothing and accessories for women in their mid-30s and older. The retailer will open the first three Janeville stores throughout April, and plans on opening a total of 10 stores in 2004.
The first Janeville store opened last week at Westfield Shoppingtown Valley Fair in Santa Clara, Calif. Two more Janeville stores will open during April, at Bellevue Square in Bellevue, Wash. and on Burlingame Avenue in Burlingame, Calif.
The store’s architecture creates a residential environment with a cottage facade and front porch, evocative, says the company, “of a home in Sonoma, Calif., or the Hamptons.” Materials include distressed wood, decorative wrought-iron, galvanized steel and brick, highlighted by contrasting, warm textures and colors. Product is displayed among antiques, plants, one-of-a-kind fixtures and slipcovered furniture. Stores are approximately 3000 square feet.
“We’ve designed Janeville clothing in collections so that it’s easy for our customers to put together outfits, wardrobes, or find a piece or two that work well with what they already have in their closets,” said Kathy Lee, vp, gmm, for Janeville. “We have paid careful attention to fit — particularly for bottoms — and provide many silhouette options in each collection to flatter many body types.”
According to Gymboree chairwoman and ceo Lisa Harper, the first spring collections include relaxed jackets and capri pants with floral-print linings; feminine tops and easy dresses and skirts with special embroideries, beading, ribbon trims and piping; twin sweater sets with hand embroidery and pearl buttons; and delicate pointelle sweaters. New collections are delivered to stores approximately every two weeks. Janeville also carries lines of more classic tops and bottoms on a seasonal basis.