Growing 'American Girl' headed to upscale Calif. mall | Business
New retail location will offer salon, bistro, tee shop 'experiences'
American girl said it plans to add a new retail store in an upscale northern California mall. The company's experienced-based mini shops -- similar to those at its flagship American Girl Place in Chicago, -- will also be set within the new location.
American Girl, a division of Mattel Inc., announced plans Wednesday to open its newest experiential retail store later this year at Stanford Shopping Center, an open-air shopping mall in Palo Alto, Calif. The two-level, 15,000-square-foot American Girl store is slated to open in the fall.
A representative with Stanford Shopping Center said American Girl will complement the mall's stores well.
"It's a logical move to have American Girl make its Northern California debut here," said Julie Kelly, director of business development at Stanford Shopping Center. "American Girl is simply a natural fit for us as it aligns perfectly with our consumer."
Shoppers will also be able to enjoy a meal or celebrate a birthday in the store's 27-seat Bistro, treat their dolls to a new hairdo in the Doll Hair Salon, or design a cute doll-sized T-shirt in the "Creativi-Tees" boutique. A variety of girl-and-mom-friendly events and programs will also be offered throughout the year.
Merchandise at the store will include an assortment of American Girl dolls, outfits, accessories, girl-sized clothing, and a variety of American Girl books.American Girl has several similar experience-influenced retail stores through the United States including Chicago, New York, Los Angeles, Mall of America in Minneapolis and more. Other new stores are planned for Columbus in June and San Francisco in the fall.
American Girl Brands, a subsidiary of Mattel, was established in 1986 and is headquartered in Middleton.
Stanford Shopping Center offers more than 140 stores and restaurants in an outdoor garden environment.