Shopping Centers Today -> March 2005
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TODAY’S SPECIALS

From temporary tattoos to Israeli mineral salts, new crop of specialty tenants has something for all

BY SASCHA BRODSKY

A decade ago mall owners considered specialty leasing a mere afterthought. But today, carts, kiosks and other temporary tenants can add as much as 15 percent to a shopping center’s bottom line, says Caye Watts, director of specialty leasing at management firm Jones Lang LaSalle.

And with options ranging from homemade jewelry to tattoos, a center can use specialty tenants to stay on top of evolving merchandise trends, says Melinda M. Holland, senior vice president of business development at General Growth Properties. “They allow us to merchandise the center differently as trends emerge or as services are needed,” she said.

Smaller retailers often spot regional buying patterns sooner and react to the local customers’ needs, Holland says. “Merchandise trends are in and out so quickly now,” she said. “You really have to be nimble to compete in today’s marketplace.”

Specialty leasing directors are always looking for the next concept. Cell phones and wellness products are two hot categories right now, says Holland. For a quick look at some of the specialty leasing sector’s most intriguing new concepts, read on.


It’s a Treat

Atlanta
No. of stores: One
Preferred locations: Malls
Leasing contact: Mindy Moore, co-owner, (404) 846-0455

 

Every dog really does have its day at this store, as do other pets. Hot sellers include $90 faux-mink dog coats, antique wrought-iron dog beds and “Chewy Vuitton” squeaky toys in the shape of a handbag. Moore says the company is looking at expanding into other cities.

 

 

TAT International

Alto, Mich.
No. of stores: About 2,000 independent units worldwide
Preferred locations: Malls
Leasing contact: Kirk Knapp, manager, (616) 868-9722

 

TAT offers tattoos without the lifelong commitment. These temporary tattoos, or “tats,” last up to seven days, but are easily removed with baby oil or rubbing alcohol. The system uses no needles and is promoted as being painless.

 

 

Island Ink-Jet

Courtenay, Canada
No. of units: 200
Preferred locations: Malls and inside Wal-Mart stores
Leasing contact: Rori Harnell, leasing director, (250) 897-0067

 

These mall kiosks are like digital-age gas stations, offering while-you-wait fill-ups for printer cartridges. At $15, the service costs less than half the average price of a new cartridge, the company says. Island Ink-Jet says printer cartridge inks are now one of the most expensive liquids in the world, selling at five times the cost per ounce of Dom Perignon champagne.

 

 

Kids BMV

Indianapolis
No. of units: One
Preferred locations: Malls
Leasing contact: Jannis King, specialty leasing representative, (317) 849-9994

 

Owner Wendy Ricker says the inspiration for this store came from worrying about her own four children. Cards are printed up in five minutes or less and include a photo, thumbprint, signature and other details. Ricker says she hopes to turn her concept into a franchise.

 

 

Halloween Adventure

Boothwyn, Pa.
No. of units: Three permanent, about 100 temporary
Preferred locations: Power centers, malls
Leasing contact: Joseph Purifico, CEO, (610) 494-4120

 

Halloween Adventure banks on the fact that the annual spook-fest has become the second-biggest holiday in sales terms, behind Christmas. The company’s fright items range from rubber masks to fake blood. Its permanent stores include one in New York City’s Times Square.

 

 

Sea Spa Skin Care

Las Vegas
Health and beauty products
No. of units: One
Preferred locations: Malls
Leasing contact: Ronen Tregerman, CEO, (702) 221-1481

 

Bathing in the Dead Sea has long been a popular spa treatment among savvy Europeans, because the minerals there are said to be a cure for all kinds of ailments. Now Sea Spa is bringing to the U.S. its line of beauty products imported from Israel. The company sells its Dead Sea salt scrubs, mud masks and hand creams through more than 100 U.S. retailers and plans to expand beyond its single store in The Desert Passage mall, in Las Vegas.

 

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