NEW YORK–Lord & Taylor will test a Fortunoff-branded, bridal-registry-driven home department in its stores, said Richard Baker, president and chief executive officer of NRDC Equity Partners, parent company of Lord & Taylor department stores and Fortunoff.
The idea is to roll out the Fortunoff home departments, which will range from 3,000 to 20,000 square feet, to 47 Lord & Taylor stores, Baker said at the “Keeping/Gaining Market Share” conference sponsored by Emanuel Weintraub Associates.
Baker said Lord & Taylor’s “box” is now too big, and the home departments are a bid to “get more productivity out of the box” and “drive a different customer” to the department store.