Bergdorf Goodman continues expansion with new salon

Bergdorf Goodman is continuing on with their 20/20 plan. The latest step in their plan is their new fine jewelry salon, marking the luxury department store's most major renovation to the space since the late 1990's.

According to Elizabeth von der Goltz, senior vice president and general merchandising manager of fine apparel, designer sportswear, 5F contemporary, jewelry, and beauty at Bergdorf Goodman, "The private viewing gallery will be an opportunity for us to offer our clients the ultimate level of service. The most discerning customers will have complete privacy in a luxurious setting to view jewelry. At the same time, we have the ability to host high jewelry trunk shows in this viewing gallery, showing unique and exclusive pieces at very high price points."

Last month, Bergdorf Goodman announced that they will also be adding two new floors to their store, creating an eighth and ninth floor. The new jewelry salon opened last Saturday to the public as part of the company's 20/20 plan, which they hope will bring sales to 1 billion dollars by the end of 2020. Bergdorf's approach to the salon was to make the space more intimate.

Bergdorf Goodman progresses with 20/20 plan

E-commerce has created a culture of customers who prefer to shop online. As a result, large retail stores have to come up with ways to continue expanding their physical presences while still ensuring customer satisfaction. Customers have grown to prefer more intimate retail spaces, and if a large department store is supposed to retain their appeal, they have to find ways to create that sense of a personal experience in a space with a lot of square footage.

The salon makes optimal use of Bergdorf Goodman's 57th Street entrance, which was once considered somewhat of a "back door" entrance. Given the real estate Renaissance on 57th Street, and the area now being referred to as "billionaires row," Bergdorf's has a more exclusive clientele to cater to than ever before.

Moving the jewelry salon out of the main first floor's centrifuge is key to the company's ongoing renovations. Bergdorf will now begin focusing on merchandising their other floors and categories, with the next expected category to be handbags. Currently, their handbag offerings are scattered throughout the store, and a more centralized location would make customers shopping experience much easier. A new handbag department is expected to open in September of 2014.

Photo:courtesy of HL Group