Build-A-Bear Workshop Unveils New Store Design at Flagship Mall of America® Store in Next Phase of Brand Refresh
02 9월 2015 - 3:25AM
Business Wire
Build-A-Bear Workshop, Inc. (NYSE: BBW), an
interactive destination where guests can create personalized furry
friends, is making its iconic in-store experience more fun than
ever for kids of all ages with the opening of a new store model
revealed today at Mall of America in Bloomington,
Minnesota.
This Smart News Release features multimedia.
View the full release here:
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Build-A-Bear Workshop celebrated the
launch of its new store format today at a grand opening ceremony at
Mall of America in Bloomington, Minn. The new store was designed to
make Build-A-Bear Workshop’s iconic experience even more memorable
for guests. Build-A-Bear CEO Sharon Price John revealed the new
look and feel for the brand, complete with an updated storefront,
fresh new logo, and a seven-foot-tall stuffer. (Photo: Business
Wire)
Part of a company-wide brand refresh, the reformatted
store, located on the first level in the north wing, officially
re-opened its doors this morning after a multi-month renovation.
The ribbon-cutting ceremony featured special guests from Parents in
Community Action, Inc., a private, non-profit agency that operates
Head Start and Early Head Start programs in Hennepin County,
Minnesota.
“At Build-A-Bear, our mission is to add a little more
heart to life, and this new store design makes our unique,
make-your-own furry friend experience even more engaging,” said
Sharon Price John, chief executive officer, Build-A-Bear
Workshop. “We are taking our signature experience to the next
level with new opportunities for family fun and entertainment.”
The Build-A-Bear Workshop store at Mall of America was developed
to increase productivity and optimize space while updating the
overall brand look. New elements include:
- Sophisticated new logo, store set-up
and color palette
- Updated storefront, featuring
Build-A-Bear’s distinctive signature teddy bear silhouette
- Bigger than ever (seven-feet tall!)
Build-A-Bear stuffer prominently placed in the store’s center
- New “Inspiration Wall” displaying
different trends and fashions tied to pop culture, giving guests
creative ideas for making each furry friend their own
The Build-A-Bear Workshop store at Mall of America is the third
location to open in the new design with a total of 11 stores
planned in the format by the end of 2015 The company expects to
value-engineer components of the store as it moves from prototype
to a standardized model in order to systematically update existing
locations and open new doors over the next few years.
Joining John at the opening ceremonies were several architects
of the new strategic approach, Build-A-Bear executives Gina
Collins, chief marketing officer; Chris Hurt, chief operations
officer; Jennifer Kretchmar, chief product officer; Voin Todorovic,
chief financial officer; and Eric Fencl, chief administrative
officer and general counsel.
Build-A-Bear Brand Refresh
Strategy
When Sharon Price John joined the company as CEO in 2013,
she led a team that devised a multi-year strategic vision to evolve
and extend the power of the Build-A-Bear brand and return the
company to profitability. Since then, John has succeeded in
elevating the brand to better cater to the millennial consumer and
other target audiences, as reflected by ten consecutive quarters of
improved operating performance.
The new store design is one of many elements John and her
executive team have incorporated into Build-A-Bear’s brand refresh
strategy, which was developed after reviewing key data points and
business metrics, as well as gathering consumer feedback regarding
the company’s brand experience both inside and outside of the
store.
Specifically, Build-A-Bear has:
- Refreshed all key brand elements
including a new logo for both the company and its stores
- Moved toward an enterprise-selling
solution with the launch of an updated, mobile-optimized website
designed with millennial moms in mind
- Extended the brand’s “play beyond the
plush” with entertainment offerings such as the Bearville Alive
YouTube channel, which features original video content and the
launch of mobile apps tied to complementary products
- Restructured the company’s product and
marketing functions to consistently and simultaneously focus on key
segments including younger girls, older girls, boys and gifting and
affinity consumers
The updates are being rolled out ahead of Build-A-Bear’s 20th
anniversary in 2017.
“As we look forward to celebrating two decades in business, we
have begun to reinvent the company in a number of ways, all with a
consumer-centric, brand-building and data-driven approach,” said
John. “It’s especially exciting to see our brand become
‘multi-generational,’ as parents who first engaged with
Build-A-Bear when they were children are now bringing their own
children to share in the experience.”
For more Build-A-Bear news, visit the Build-A-Bear newsroom.
TWEET IT: .@BuildABear unveils new store design at
@MallOfAmerica as part of brand refresh strategy.
http://bit.ly/1NSnfpl
About Build-A-Bear
Founded in St. Louis in 1997, Build-A-Bear, a global brand kids
love and parents trust, seeks to add a little more heart to life.
Build-A-Bear has approximately 400 stores worldwide where guests
can create customizable furry friends, including company-owned
stores in the United States, Canada, Denmark, Ireland, Puerto Rico,
and the United Kingdom, and franchise stores in Africa, Asia,
Australia, Europe, Mexico and the Middle East. The company was
named to the FORTUNE 100 Best Companies to Work For® list for the
seventh year in a row in 2015. Build-A-Bear Workshop, Inc. (NYSE:
BBW) posted a total revenue of $392.4 million in fiscal 2014. For
more information, visit the Investor Relations section of
buildabear.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20150901006548/en/
Ketchum for Build-A-BearKristin Copeland,
404-879-9248Kristin.copeland@ketchum.com
Build A Bear Workshop (NYSE:BBW)
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