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Marshalls To Feature New Womens Apparel Line Exclusively In Puerto Rico
Exclusive mens line for island sold off the charts, local consumers love the bargains to buy
BY TAINA ROSA
April 11, 2002
Angelo Mercado, corporate affairs director for Marshalls local operations, told CARIBBEAN BUSINESS that the company is launching Martha B., a new line of womens clothing, exclusively in Puerto Rico.
"Two years ago we launched a clothing line for men called Willie Smith, also exclusive to the Puerto Rico market," Mercado explained. "We surpassed sales expectations then, and we hope to do the same with the Martha B. line of designer casual wear."
Mercado said with the introduction of the Willie Smith line, Marshalls sold in two days the amount of clothing they projected to sell in 30.
"We expect the same to happen with this new apparel line," said Mercado.
Mercado said that the Martha B. line is manufactured in the mainland U.S. and targets teenage girls and women in Puerto Rico. No advertising campaigns are planned to promote it. "We only placed one ad in a local daily newspaper and thats it. We want to see how the market reacts first, then well decide if its necessary to advertise."
Marshalls first opened in Puerto Rico in 1994 and today has 13 storeswhich average 30,000 square feetand an estimated 500 employees. Marshalls is a subsidiary of The TJX Companies.
This Caribbean Business article appears courtesy of Casiano Communications.