Architect gives shoe store the boot-spun5

Architect gives shoe keep boot,[link widoczny dla zalogowanych]
When Allen Edmonds Shoe Corp. was looking to open its first new store since 2007, CEO Paul Grangaard tapped an architect whose family name continues to be synonymous with Minnesota retailing for generations: James Dayton.
Dayton heads James Dayton Design Ltd. (JDD),[link widoczny dla zalogowanych], a Minneapolis-based, 11-person architectural design firm he founded in 1997. A prot of architect Frank Gehry, Dayton spent 5 years employed by Gehry's California design firm before going back to Minnesota.
Among the first marketing initiatives Grangaard launched at then-struggling Allen Edmonds ended up being to open a new retail store in the City Center in downtown Minneapolis. That store opened in September 2010.
"Good store design and good retail display and good fixturing promote a life-style,[link widoczny dla zalogowanych]," said Dayton. "My whole goal for the reason that City Center space was to try to get everything skyway traffic to stay in their tracks and say, 'Wow!' -- to not just run by on their way to lunch."
The shop coincidently is simply across a skyway from the former flagship store of the old Dayton Hudson Co. (now a Macy's store). Grangaard said that Dayton's style of the City Center store had become the template for six more Allen Edmonds stores that have opened previously 16 months across the nation,[link widoczny dla zalogowanych], and will be used in four or five more stores in 2012. Grangaard says all the stores using Dayton's design have performed above projections.
"We think Jim's done a fantastic job presenting us towards the customer in the way that the brand should be presented," said Grangaard.
Said Dayton: "We're attempting to make the stores reflect the values from the company, that is perfectly made everyday shoes."
Success using the store design led Grangaard to the next logical step: Ask the architect to create a new shoe,[link widoczny dla zalogowanych].
"He created a boot,[link widoczny dla zalogowanych], which we've named in honor of his heritage the 'Dalton,[link widoczny dla zalogowanych],'" said Grangaard. Dalton is really a derivative of Dayton and was also the Dayton Hudson Corp.'s bookstore chain -- B. Dalton Booksellers.
Introduced captured,[link widoczny dla zalogowanych], the wing-tip dress boot had become the company's top-selling boot and also the seventh-best selling style of the autumn season.
Grangaard has led a turnaround from the Port Washington,[link widoczny dla zalogowanych], Wis.-based manufacturer of men's shoes and accessories. After a painful restructuring in 2008, Grangaard has rejuvenated Allen Edmonds sales and increased employment. E-commerce sales have tripled since 2009,[link widoczny dla zalogowanych], and the company expects to finish 2011 with record sales of $100 million. The organization has added 120 jobs since January and increased company-wide employment to 730.
The City Center store has played a key role within the turnaround.
"That is our lab store," said Grangaard. "We introduce products there to see how well they'll do.''
Dayton's work with Allen Edmonds is an illustration of how the architecture industry can grow despite the scarcity of recent construction projects.
"Architectural thinking has expanded a lot to include fashion, retail and product design and furniture," Dayton said.
JDD specialties include architectural design, integrated interior environments, planning and custom furniture. The firm's projects include work for the Blake School,[link widoczny dla zalogowanych], the Crown Plaza Hotel in Bloomington, the MacPhail Center for Music,[link widoczny dla zalogowanych], and Highpoint Center for Printmaking.
James Dayton also did the design for his cousins' new restaurant,[link widoczny dla zalogowanych], the Bachelor Farmer, within the North Loop neighborhood of Minneapolis opened by Gov. Mark Dayton's sons Eric and Andrew. (James Dayton is the son of Bob Dayton, who owned the women's specialty retail store Harold within the old Conservatory shopping mall in downtown Minneapolis.)
Grangaard keeps Dayton's original shoe design sketch in his office and says they'll still work together. He's already gotten Dayton to agree to do more shoe designs as well as window displays for that store,[link widoczny dla zalogowanych].
That will take Dayton to his high school and college days designing window displays for his father,[link widoczny dla zalogowanych].
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