SERRAMONTE CENTER ADDING NEW STORES AND SERVICES TO ATTRACT GROWING TEEN MARKET
DALY CITY, CA (July 21, 2004)
– Serramonte Center is changing and adapting to meet the needs of the growing number of families residing in the Daly City area. The U.S. Census predicts a 14% growth in population of the 0-17 year old age group by 2025. Keeping with the national trend, the number of teens living in the greater Daly City area has recently increased and in response, Serramonte Center is adding new stores and services to meet the needs of this growing age group. New teen-focused stores include Hollister Co., Pac Sun and Journey’s."The youth segment is very important to us," said Serramonte Center General Manager Dick Bartlett. "The entire Bay Area, especially Daly City, is overflowing with families and children of all ages. It is necessary for us to accommodate the entire family
– especially the trend-setting teens. These new stores will accommodate the valuable teen market segment and really round-out the center’s tenant mix."Hollister Co., owned by Abercrombie & Fitch, is a West Coast inspired, surfer-lifestyle sportswear brand targeted at high school age guys and girls. Opened on July 1, the Serramonte location is the only Hollister store in the San Francisco area. The Hollister brand was created to deliver "cutting-edge, cool" apparel for high school kids set at prices that are about 20% less than the prices paid by Abercrombie’s core customers. With the new brand taking off, Michael Jefferies, chairman and chief executive of Abercrombie & Fitch predicts that Hollister has the potential to eclipse the size of A&F, and has plans for Hollister to account for 80% of the total square footage growth of A&F during the current fiscal year.
Pac Sun is scheduled to open August 1. Pac Sun carries the latest in beachwear and surf fashion. The store is expected to be another big draw for local teens.
Journey’s, a destination retailer for footwear and accessories for the teen market, opened a store last April. The store caters to a diverse, young, hip market in search of footwear that expresses its attitudes and lifestyles.
Carrying ‘music influenced’ fashion and gifts for teenagers, Hot Topic recently completed its expansion to 2,282 square feet. These news stores all join Serramonte Center’s current teen-focused tenants; Target, Macy’s, Express, Nina’s Fashions, Charlotte Russe, Victoria’s Secret -- with its new teen line Pink, and Forever 21.
In addition to adding teen-specific stores, Serramonte Center and Jones Lang LaSalle’s Retail group, recently launched a website specifically for teenagers
www.whatzbuzzin.com. Launched last December, the site was constructed to parallel a teen gathering place much the same as a local shopping mall. The site encompasses 12 malls across the country, receives about 50,000 unique visitors per month and roughly 300,000 hits per month. Whatzbuzzin.com offers teens a venue for finding sales, discussing fashion trends, discovering new stores, new products and job opportunities at neighborhood malls.Currently, whatzbuzzin.com is in the final stages of a contest held to select a teen blogger for the site, and will announce the winner in mid-August. Blogging is one of the hottest new online communication formats. It’s an online journal, which acts similarly to instant messaging except the entry is posted online. The winner will be the official blogger of whatzbuzzin.com and will write about topics ranging from what to get your best friend for his/her birthday to dating anxieties, as well as a number of other issues relevant to the teen audience.
Serramonte Center has provided San Francisco and the Peninsula with an exciting, unique shopping experience for more than 35 years. The Center features a collection of more than 120 diverse shops, restaurants and service. Serramonte Center is located in Daly City off Highway 280 on Serramonte Boulevard. For more information, visit
www.serramontecenter.com.Serramonte Center is owned by Capital and Counties U.S.A. Inc., headquartered in San Francisco. Capital and Counties U.S.A. Inc., a real estate investment and development company, is part of the U.K. based Liberty International Group. The U.S. subsidiary has approximately 2 million square feet of office and retail space under ownership. U.S. property holdings are focused in California and also include The Senator Office Building, Sacramento; The Willows Shopping Center, Concord; and The Pacific Financial Center, Los Angeles. For additional information, please visit capcount-usa.com.
Jones Lang LaSalle (NYSE: JLL), is a globally integrated real estate services and money management firm with a portfolio of more than 725 million square feet of property under management worldwide, including more than 280 shopping centers on four continents. In the United States, Jones Lang LaSalle is the largest third-party regional shopping center manager with a 35-million-square-foot portfolio of 54 regional shopping center and transportation terminals across 23 states plus the District of Columbia and Puerto Rico. For additional information, visit the Jones Lang LaSalle website at
www.joneslanglasalle.com.# # #