Saks, whose parent company recently bought Neiman Marcus, could use the new boutique to dip its toes in the North Texas market, one industry veteran said.
Saks Fifth Avenue — the New York-based fashion giant whose parent company just bought Dallas icon Neiman Marcus — “would be wise” to use a new boutique the company recently opened in Fort Worth as a way to dip its toes in the North Texas market, said industry veteran Kate Sheldon.Boulevard in Fort Worth in late July. The hotel is owned by upscale resort chain Auberge Resorts.
The Bowie House location, specifically, will sit under 1,000 square feet, according to Auberge’s regional director of marketing, Ashley Nelson. Bowie and Saks will work together to “curate an ongoing roster of trunk shows, fine jewelry events, dinners and pop-ups” within the space, she added.Sheldon, a veteran of Neiman Marcus and CEO of luxury fashion consulting group The Fashioneering Lab, noted that North Texas has historically been a tough market for Saks to break into.
Still, it may be hard to differentiate Saks’ offerings from Neiman’s, she added. Both companies already sell several of the same brands in their stories, she said, and there’s already “quite a lot of crossover” between the two organizations. Marc Metrick, who is poised to become the CEO of Saks Global, the umbrella organization under which Neiman and Saks Fifth Avenue will fit under, previously toldfrom one another. Both stores combined will have enough data, he said, to tailor experiences at the individual customer level.Saks already has clubs in Austin and in California.
Saks likely didn’t intentionally time the opening of the Fort Worth Fifth Avenue Club with the company’s acquisition of Neiman Marcus, Sheldon said. But that doesn’t mean that Saks can’t use the Fort Worth club opening to its advantage.“I think that it’s just one of those things; it was like the right hand was probably not talking to the left,” she said.
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