Ribbon-cutting ceremony for American Girl doll in Columbus, OH

OMG: American Girl opens destination store in Columbus

June 21st, 2013

Dan Eaton, Columbus Business First
June 21, 2013

If you’re a parent to a young girl, chances are you know American Girl is opening at Easton Town Center this weekend.

If not, just know it’s a big deal.

Middleton, Wisc.-based American Girl, which is a division of toy giant Mattel Inc. (NASDAQ:MAT), is opening just its 15th store this weekend at Easton. The brand generated $567 million in sales last year split evenly between online and its handful of destination shops.

Wade Opland, vice president of retail, told me the store expects as many as 12,000 visitors in its first days, which will be a ticketed event just to keep the crowd controlled. The 11,400-square-foot Easton shop is projected to attract up to 800,000 visitors a year from a 250-mile radius.

“This has been three years in the making,” Opland said.

The 27-year-old company started as a direct selling business with three history-based dolls. The first brick-and-mortar American Girl store opened in 1998. In 2007, the company began rolling out a scaled-down shop such as the style here in Columbus.

Opland said those direct selling roots give the company a good read on where its customers are and Central Ohio, especially with a destination center like Easton, made sense for a store site.

“We expect to draw from Cincinnati, Cleveland, Detroit,” he said.

The shop, in addition to its intricate displays of dolls and their related books and movies, includes a bistro for family and doll dining and a salon where dolls can get a new hairdo and even get their ears pierced.

Spokeswoman Julie Parks said the average visit to American Girl is between one-and-a-half and two hours. The current product offering includes 10 historic characters spanning 1764 to 1974, more than 40 options of contemporary dolls, the Bitty Baby line of smaller dolls and the Girl of the Year, a special character offered only for one year.

Share This Story
Recommened Articles
How Restaurants, Retail and Mixed-Use Environments Are Capitalizing on a Surging F&B Market

Modern Restaurant Management  By Spencer Jordan At a time when F&B is a thriving and Americans are spending more than ever dining out, centers need to be vigilant about combating stagnation. Developers should be working closely with their F&B partners to think creatively about ways to reinvest in and refresh their spaces and increase connectivity. For nearly…

Read Article
Victoria’s Secret shows off updated store design concept at Easton Town Center

Chain Store Age  By Marianne Wilson Victoria’s Secret is using technology and innovative design details to enhance its in-store connection with shoppers — and reduce its environmental impact. The intimate apparel retailer has taken the wraps off its renovated and reimagined store at Easton Town Center in Columbus, Ohio. The location features Victoria’s Secret’s “store of…

Read Article
Tiffany & Co and Gucci storefronts at Easton Town Center in Columbus, OH
Lease-Up Strategies Evolve Retailers, landlords work to adapt to new trends in a post-pandemic marketplace

By Spencer Jordan While it’s an overstatement to say that COVID changed everything, the impact of the pandemic on the retail real estate industry has been far-reaching. It accelerated trends that were already underway and introduced new chal- lenges and complexities for owners, operators, developers and leasing professionals. What follows is an overview of how…

Read Article
Lets get in touch
info@steiner.com
Lets get in touch
614.414.7300