Talbots tests new store format

Models show off clothing featured in an online Talbots catalog.

Globe Staff

Talbots Inc., the Hingham retailer known for its classically styled women's clothes, said it has open a new "design concept store" at a New Jersey mall that, according to one company executive, is "modeled after a woman’s dream closet."

Talbots has been struggling to remain fashion relevant. The new store at the Westfield Garden State Plaza in Paramus, N.J., the company said, represents "a significant step in continuing to push the Talbots brand forward and offering a premium customer experience."

In a press release describing the new store, Talbots said, "This unique and innovative 5,500 square foot store features an upscale residential feel, five individual rooms for different merchandise stories, and other exciting elements which bring Talbots 'Tradition Transformed' brand platform to life and will appeal to both long-time and new Talbots customers."

If the new store lives up to expectations, Talbots said it would consider rolling out the new store's design, fixtures, and merchandise presentation to other locations in the 568-store chain as part of the company’s "overall store reimage program."

The release included a statement from Trudy F. Sullivan, Talbots president and chief executive.

Commenting on the new store, Sullivan said, "We look forward to fostering deep relationships with our long term, loyal customers as well as those who may have just recently discovered the brand.”

As workplace dress codes get more casual and fashion tastes evolve away from classic stylings, Tablots has been attempting to expand its customer base beyond its core customer of middle-age women. It has been looking to affect a turnaround and woo younger women, but last month, it had to cut its financial guidance to investors after a weak holiday season.

The store photo with this post was included with the Talbots press release.