Mervyn's prototype reflects new image with 'Trend Shops.'

Mervyn's Prototype Reflects New Image with 'Trend Shops'

Mervyn's new shoe shop uses low-profile white fixtures. The plan provides space for displaying shoes on the top of the fixture at eye level, with the stock stacked below.The wall-hugging, wraparound desk is made of hollow-core doors supported by filing cabinets. Above the desk, a shelf of predrilled 2-by-8s slips over 3/4-inch threaded steel rods set into holes drilled in the wall studs.Photo: With sliders closed, second-floor laundry room is hidden from hallway, and from two-story living room and entry hall belowPhoto: L-shaped work area runs around two walls of converted garage. Narrow shelf above desk holds supplies out of the wayWhile the manager said inventory levels are not necessarily higher to accommodate the face-outs, she did say other Mervyn's may feature shorter face-outs, with the depth effect still maintained.He added plywood wainscoting around two sides of the room; it acts as a sort of corset to stiffen the walls. For additional reinforcement, he designed a simple truss: 2-by-3 rafters run from wall brackets made of 2-by-6s sandwiched between angled cutouts of 1/4-inch plywood. He covered walls and ceiling with gypsum board and added track lights overhead. Pastel and white paint brightens the 12- by 20-foot space.Although Mervyn's maintained its racetrack layout, the track has been moved out to where it new bisects several of the outer departments. So instead of a deep department, where merchandise in the back might get lost, the aisle now splits the area, putting more merchandise closer to the customer and creating the individual "shops."Customers were first introduced to the new prototype late last year, and initial response to the changes has been favorable, said store director Doreen Herbruger.Above the white tiled aisles, Mervyn's has dropped the ceiling, which Herbruger said she believes the company will not do in future remodels. Other stores, she said, will pick up some of the best features of the Dublin prototype and incorporate them into their stores.New Shoe DepartmentOne step into the new Mervyn's prototype here and it's clear the promotional soft goods retailer has abandoned its stodgy image.The updated look may also help bolster the 199-store chain's sales, which have been lackluster in recent quarters. Mervyn's, division of Dayton Hudson, is a highly promotional soft goods retailer which competes vigorously with many discount stores for apparel and home goods sales.Although the rotation of wall display merchandise is labor intensive, Mervyn's new prototype has managed some labor savings in its new shoe department. Larger--with space, Herbruger said, taken from lingerie--the department is now self-service, except for a register area.Supplementing natural light from the window are recessed down lights, fluorescent lamps above a perimeter soffit, and track lighting over the work table.Photo: Bold as bolts of cartoon lightning, jagged plywood brackets were cut on a jigsaw following cardboard patternsThe garage needed repair anyway, so when architect Glenn Lym decided to remodel it as a temporary office, he put extra structural support into his design.Photo: Mervyn's, Dublin, Calif.

Photo: Mervyn's, Dublin, Calif.

Author: Pamela Krein